Consumers Push Back as Smart Devices Begin Displaying Ads After Purchase

Consumers are increasingly encountering advertisements on smart devices that they have already purchased, a trend driven by software updates that can transform screens into digital billboards. Devices ranging from smart refrigerators and vehicles to computers are now capable of displaying ads long after the initial purchase, raising questions about consumer control and privacy.

Samsung's Family Hub refrigerators, initially marketed as connected kitchen hubs for managing schedules and grocery lists, have begun displaying ads on their Cover Screens through software updates. A Samsung spokesperson stated that the ads are part of a "new Cover Screen widget" that rotates through useful information, including curated advertisements. While Samsung asserts that users can disable this widget, including the ads, through the device's settings without affecting other functions, the practice itself highlights a shift in how manufacturers utilize purchased devices.

Similarly, drivers of Jeep, Ram, and Chrysler vehicles have reported seeing promotional messages on their infotainment screens via Stellantis' Uconnect system. Stellantis, the parent company, explained that its In-Vehicle Message (IVM) technology is used for important communications such as recall notices and vehicle health alerts. The company confirmed that promotional messages were previously displayed but stated they have not been run since mid-fall 2025 and are not planned for the future. Owners could reportedly opt out of these messages by contacting customer service or updating their vehicle brand's website account. However, the presence of these messages on screens integral to vehicle operation, such as navigation and climate control, has been perceived as intrusive by some owners.

Personal computers running Windows 11 are also incorporating advertisements and promotional content. These can appear on the lock screen through Windows Spotlight, which displays rotating images along with tips and notifications, as well as in the Start menu via recommendations and account prompts. Microsoft has not commented on this practice, but users can adjust settings to reduce or disable many of these suggestions and notifications. Options include changing the lock screen from Windows Spotlight to a static picture and turning off recommendation toggles within the Start menu settings.

The core issue revolves around the dynamic nature of software-driven products. Unlike traditional appliances or electronics, connected devices can be altered post-purchase through updates. While these updates are often necessary for security and functionality, they can also introduce new revenue streams for manufacturers by enabling advertising. This practice prompts consumers to scrutinize the software controls and privacy settings of smart devices before purchasing and to remain vigilant about changes that occur after updates are installed.

Experts advise consumers to carefully review device settings, particularly menus related to advertisements, recommendations, notifications, or personalization, after setting up new smart products. Paying attention to changes following software updates is also crucial, as buried toggles may exist to disable unexpected new features like advertising.