'Ads Are Popping Up On the Fridge and It Isn't Going Over Well'

The Wall Street Journal reports:
Walking into his kitchen, Tim Yoder recoiled at a message on his refrigerator door: "Shop Samsung water filters." Yoder, a supply-chain manager in Chicago, owns a Samsung Electronics Family Hub fridge. He paid $1,400 for an appliance that came with a 32-inch screen on the door that allows him to control other Samsung gadgets, pull up recipes or stream music. But since last fall, it's been intermittently serving up ads, part of a pilot program being tested on some of Samsung's smart fridges sold in the U.S. The response? Not warm. "I guess this is another place for somebody to shove an ad in your face," said the 47-year-old Yoder, recalling the first time he noticed one...

The ads are only on certain Family Hub fridges that have screens and internet connectivity. They run as a rectangular banner at the bottom — part of a widget that also shows news, the weather and a calendar. Samsung declined to say how long the pilot might last or whether it would end. The firm recently unveiled a "Screens Everywhere" initiative that also includes washers, dryers and ovens.... Samsung launched the banner-type fridge ads that come as part of the widget via an October software update. In a footnote of a news release at the time, Samsung pledged to "serve contextual or non-personal ads" and respect data privacy. The banner ads can be turned off in settings.


Samsung said the purpose of the pilot is to explore whether ads relevant to home chores can be useful to owners, and that overall pushback has been negligible. The "turn-off" rate for the pilot ad program remains in the bottom single-digit range, it said... While owners can turn off the banner ads, doing so eliminates the widget altogether, a bummer for Brian Bosworth, a media-industry engineer who liked the feature. Bosworth thinks it's wrong to take away the new feature as a condition. Wanting to keep the widget but not the ads, the 49-year-old in Edgewater, Md., made sure his home router's ad-blocking software extended to his fridge. He hasn't seen another since.


One 27-year-old plans to return his refrigerator after the entire display "lit up with a full-screen ad for Apple TV's sci-fi show Pluribus," according to the article. The all-caps ad beckoned him "with an oft-used refrain directed at protagonist Carol Sturka: 'We're Sorry We Upset You, Carol.'"




Thanks to Slashdot reader fjo3 for sharing the article.

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