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Samsung is piloting advertisements on certain Family Hub refrigerators in the United States—not across its entire refrigerator range. The ads are delivered through a software update and appear in the refrigerator’s Cover Screen experience while the display is idle. Samsung says owners can turn them off in Settings.
What the refrigerator ads look like
Samsung describes the placement as a pilot widget available with select Cover Screen themes. The Cover Screen is the display shown when the refrigerator’s screen is idle; the widget combines everyday information such as news, calendars and weather with curated advertising. The available descriptions do not suggest that an ad blocks access to food-management tools or interrupts every screen.
Owners can dismiss individual ads. Samsung says a dismissed ad will not appear again during that campaign period. It also says ads are not shown when the Cover Screen uses the Art or Album theme. These details are part of Samsung’s October 2025 explanation of its Family Hub software updates.
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How to turn off ads
Samsung says owners can disable Cover Screen ads through Settings → Advertisements on the refrigerator. The exact menu wording and whether the option is available may depend on the model and its software version. If there is no Advertisements entry, check that the refrigerator supports and has received the relevant update, then consult Samsung support for the exact model rather than assuming the ads are unavoidable.
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Which Samsung refrigerators are included?
Samsung has described the program as a pilot for certain Family Hub refrigerator models in the U.S. Its announcement does not provide a complete public list of affected model numbers. The company’s wider 2025 software enhancements were slated to roll out to Family Hub owners, including refreshed interface features for 2024 models, but that does not establish that every 2024 model—or every Family Hub refrigerator—is part of the advertising pilot.
Family Hub is Samsung’s connected-refrigerator platform, with a touchscreen and features such as SmartThings connectivity and household-management tools; supported models may also offer calendars, photos, food-management features or Bixby voice controls. A Samsung refrigerator with Wi-Fi is not automatically a Family Hub model, and the pilot should not be generalized to all Samsung refrigerators. Check the model’s specifications and support information; Samsung’s U.S. refrigerator catalog covers products beyond Family Hub.
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What Samsung says about privacy
Samsung says the pilot’s ads are contextual or non-personal, and that Family Hub devices do not collect personal information or track consumers for this advertising. That is Samsung’s stated policy for the pilot, not independent verification of every data practice connected with a smart refrigerator.
The company has also said the ad format may vary with Cover Screen personalization options. That statement alone does not establish behavioral targeting. It is useful to keep the advertising claim separate from other connected features—such as SmartThings, account-linked services, calendars, photos, voice controls or supported food-recognition tools—which may have their own settings and data practices. Readers concerned about those services should review the privacy information for the specific model and features they use.
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How the plan changed
In an April 2025 interview, a Samsung executive told The Verge the company had “no plans” to put ads on its AI Home screens. In September, Samsung confirmed the U.S. refrigerator pilot; in October, it detailed the widget, settings control and theme exclusions. The earlier comment described the company’s plans at that point in time, while the later announcement introduced a pilot.
Samsung has framed the pilot as a way to strengthen the value of owning a smart appliance and gather feedback on the updated software experience. It has not publicly detailed the advertisers, campaign economics, ad frequency or whether the pilot will become a permanent feature. The company calls it a pilot, so the announcement is not proof of a universal or permanent advertising rollout.
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What this means for owners and buyers
- If you already own a Family Hub refrigerator: check the Cover Screen theme and Settings for an Advertisements option. Samsung says ads can be disabled there; individual ads can also be dismissed, and Art or Album themes exclude them.
- If you are shopping for a refrigerator: decide whether the touchscreen and connected features are useful enough to accept their software trade-offs. A premium price does not, by itself, guarantee an ad-free interface.
- If you want to avoid this particular ad surface: consider a conventional refrigerator without a connected display, or compare Samsung models that are not marketed as Family Hub. Verify the exact model rather than assuming its software behavior from the brand or product-family name.
The confirmed program is limited in the evidence Samsung has published: it is a U.S. pilot on certain Family Hub models, with ads associated with select idle Cover Screen themes and a stated opt-out. It does not establish that all Samsung refrigerators show ads, that ads are unavoidable, or that the pilot will continue unchanged.
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