Samsung rolls out a software update to show advertisements on refrigerators' screens

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Samsung pushed a firmware update to the Family Hub line of refrigerator that enable them to show advertisements on the device's screen. These advertisements will appear in certain screen modes when the refrigerator is idle.

Background

Family Hub refrigerators are Samsung's smart refrigerators with an interactive touchscreen on the front side. These refrigerators offer intergation with services such as Google Photos, Facebook and YouTube and allows the user to access smart home functionality such as viewing cameras, adjusting a thermostat, monitoring the inside of the fridge, and similar.[1] To use these features the user must connect the refrigerator to a wireless network and have a Samsung account.

Firmware update

Samsung rolled out an update that allows them to display advertisements on the inbuilt screen for some of the modes of the screen when the fridge is idle. There doesn't seem to be a way to turn these advertisements off as of the time of writing this article.

Samsung's response

Samsung provided a response to Android Authority about the firmware update:

Samsung is committed to innovation and enhancing every day value for our home appliance customers. As part of our ongoing efforts to strengthen that value, we are conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the U.S. market.

As a part of this pilot program, Family Hub refrigerators in the U.S. will receive an over-the-network (OTN) software update with Terms of Service (T&C) and Privacy Notice (PN). Advertising will appear on certain Family Hub refrigerator Cover Screens. The Cover Screen appears when a Family Hub screen is idle. Ad design format may change depending on Family Hub personalization options for the Cover Screen, and advertising will not appear when Cover Screen displays Art Mode or picture albums.

Advertisements can be dismissed on the Cover Screens where ads are shown, meaning that specific ads will not appear again during the campaign period.

Samsung did not specify in what way showing ads on their appliances would enhance the value of their home appliances.

When asked by The Verge, Samsung refused to answer questions about the specific models that would be affected, as well as their message to customers who would not be happy about their appliances suddenly showing ads.

Only about five months prior, Samsung had publicly stated that it had no intention of using the so-called "AI screens" in their latest appliance for advertising purposes:

Currently, we do not place ads on our screens, and we do not have plans regarding the inclusion of advertisements on AI Home screens.

Consumer response

The response from the consumers has been negative, with some of them expressing their frustration under a Reddit post on the r/samsung subreddit where the changelog from an update is shown.