Yes—but the headline needs narrowing. Samsung confirmed a U.S. pilot for ads on select Family Hub refrigerators, not every Samsung fridge priced above $1,800. The ads arrive through software updates and appear on the refrigerator’s cover screen. Samsung’s current support instructions provide an opt-out: Settings → Advertisements → Cover screen Ads → Off.
What Samsung actually confirmed
In September 2025, Samsung confirmed that it was piloting “promotions and curated advertisements” on certain Family Hub refrigerator models in the United States. The feature was delivered through an over-the-network software update rather than a new refrigerator hardware revision.
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Reports placed the U.S. Family Hub lineup at roughly $1,800 to $3,500 in manufacturer suggested retail prices, but that range is not an eligibility rule. It does not mean every Samsung refrigerator above $1,800 receives ads. Samsung described a limited pilot involving selected Family Hub models.
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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →Samsung’s announcement framed the change as part of a broader software update that adds content and connected features. For owners, however, the important distinction is that a refrigerator purchased as a physical appliance can receive a substantially changed screen experience later through software.
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Fortune reported Samsung’s September 2025 confirmation, while Ars Technica reported the approximate lineup price range and pilot details.
Where the ads appear
Samsung’s current documentation places the ads on the Family Hub panel’s cover screen. Samsung has described the feature as a widget that can appear alongside everyday information such as weather, calendars and news.
The advertising capability is associated with selected cover-screen themes, including:
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- Color
- Daily Board
Samsung says ads do not appear when the cover screen uses the Art or Album themes. This is not the same as evidence that video ads play whenever the refrigerator door opens, that ads appear inside every Family Hub application, or that advertising blocks temperature controls, food-management tools or shopping lists. The available documentation supports a cover-screen placement, not those broader claims.
See Samsung’s support instructions for Family Hub cover-screen ads and its 2025 Family Hub update announcement.
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How to turn off Family Hub ads
On refrigerators with the relevant software, Samsung gives owners a direct control:
- Open Settings on the Family Hub screen.
- Tap Advertisements.
- Tap Cover screen Ads.
- Turn the switch Off.
To dismiss only one advertisement, tap the X on the ad. Samsung says that particular ad will not appear again during its campaign period.
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You can also change the theme through Screen and Style or, depending on the model and software version, Wallpaper and Style. Select Album or Art; Samsung says those themes do not display ads.
What if the Advertisements setting is missing?
A missing toggle does not prove that the refrigerator is permanently ad-free or that the owner is looking at the wrong menu. Samsung says owners should first check for a software update. Other possible explanations include:
- The model is not included in the pilot or advertising-capable software.
- The refrigerator has not completed the relevant over-the-network update.
- The model uses different wording, such as “Screen and Style” instead of “Wallpaper and Style.”
- The refrigerator is offline or has not completed its connected setup.
- The owner is looking in general Family Hub settings rather than the dedicated Advertisements section.
Samsung’s Family Hub setup guidance explains that Wi-Fi and account setup support connected functions. Disconnecting the refrigerator from Wi-Fi may prevent online advertising content from loading, but it is a blunt workaround: it can also disable or degrade SmartThings integration, remote controls, synchronized information and other online services.
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Which Samsung refrigerators are affected?
The safest description is select U.S. Samsung Family Hub refrigerators. Samsung has not provided a simple public model-by-model list proving which refrigerators received the advertising pilot.
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A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Samsung’s Family Hub documentation includes several model families and generations, including examples such as:
- RF29CB9900 and RF23CB9900
- RF32CG5900 and RF27CG5900
- RF29BB8900, RF23BB8900, RF30BB6900 and RF24BB6900
- RF29A9771 and RF23A9771
- RS28A5F61
- RF27T5501 and RF28T5F01
- RF22R7551 and RF28R7551
Those examples come from Samsung’s Family Hub manual and model-generation documentation. A model’s presence there does not by itself prove that it received the ad pilot. Eligibility can depend on model, software version and region, so checking the refrigerator’s current software and settings is more reliable than inferring eligibility from price or model number alone.
A Samsung refrigerator without Family Hub should not be treated as affected simply because it has Wi-Fi or SmartThings support.
Does Samsung personalize the ads?
Samsung says the ads are contextual or non-personalized. It also says Family Hub devices are not collecting personal information or tracking consumers for this advertising feature.
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- LARGE CAPACITY: Completely redesigned interior with 27.4 cu. ft. capacity that fits 10% more groceries than ever.
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- ALL-AROUND COOLING: The multivent technology keeps items on every shelf evenly cooled.
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Those are Samsung’s statements about this feature, not independent proof that the refrigerator collects no data for any connected service. Family Hub appliances may also interact with Samsung accounts, SmartThings, voice functions, calendars, photos, cloud services and diagnostics, each of which can involve separate settings and privacy terms.
Contextual advertising can, in principle, be selected using information about a screen, region, campaign, time or general content context rather than a named person’s behavior. That explains the distinction between contextual and personalized advertising; it does not independently establish exactly how Samsung’s systems select every promotion.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the change matters
The controversy is not only about whether a refrigerator can display a promotion. It is about the changing boundary between a purchased appliance and a remotely updated software platform.
A connected display gives a manufacturer a recurring surface for new features, content and promotions after the hardware sale. That may help support continued software development or create another source of revenue. From the owner’s perspective, the same update can feel like monetizing a premium appliance that was already paid for.
Samsung has presented the update as an enhancement to the Family Hub experience. That framing does not settle whether buyers expected the screen to remain advertising-free. Nor does the existence of a software control establish that the change is illegal, deceptive or a breach of contract; no such legal determination is established by the sources here.
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- FLEX ZONE DRAWER: A flexible storage drawer with four different temperature settings and an adjustable Smart Divider to stay organized.
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- MODERN DESIGN: Flat panel door design with easy-to-open recessed handles blends into your cabinetry to give you a modern built-in-look.
- EXTERNAL DISPENSER: External dispenser gives you easy access to chilled, filtered water and two types of ice: cubed and crushed ice.
Early coverage said the ads could not be disabled or that Samsung had not made the control clear. Samsung’s later support documentation now provides the opt-out path, so that older description is not current guidance.
What prospective buyers should consider
If you are shopping for a Samsung refrigerator, treat Family Hub as a connected computer with a large appliance attached—not simply as a refrigerator with extra controls.
- Check whether the model includes Family Hub or another network-connected display.
- Review the current software policy and support documentation, not only the hardware specification.
- Expect Wi-Fi, account setup and software updates to be part of the experience.
- Consider whether calendars, cameras, food recognition, SmartThings integration and other connected features justify the price and privacy trade-offs.
- If you want a conventional appliance with no manufacturer-controlled promotional surface, compare Samsung models without Family Hub and verify the individual product page.
Samsung’s official refrigerator catalog and Family Hub overview are the appropriate places to check a current model’s features. Retail discounts and discontinued products can make the actual purchase price differ substantially from the reported $1,800–$3,500 MSRP range.
The bottom line
Samsung’s claim is substantially true, but “Samsung’s $1,800-plus fridges” is too broad. The advertising pilot concerns select U.S. Family Hub refrigerators and their cover screens. As of Samsung’s current support documentation, owners can dismiss individual ads, use the Art or Album themes, or disable cover-screen ads at Settings → Advertisements → Cover screen Ads → Off.
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