Samsung smart fridge ad for new sci-fi series allegedly triggered a psychotic episode: ‘Is this even legal?’
Television-style advertisements appearing on smart appliances are raising concerns after a bizarre incident in the United Kingdom sent one woman to the hospital.
A UK resident named Carol checked herself into an emergency room after an advertisement displayed on her Samsung smart refrigerator reportedly triggered what she believed was a psychotic episode. The incident came to light through a viral Reddit post written by her sister, who asked the online community for advice on how to handle the situation.
The sister explained that Carol, who has schizophrenia and a history of hospitalization, contacted her in distress, claiming that someone was trying to communicate with her through the LED screen on her Samsung Family Hub refrigerator. Fearing she was losing touch with reality, Carol drove herself to the hospital, where she was monitored for two days and had her medication adjusted.
“My schizophrenic sister hospitalized herself because she thought she was having a psychotic episode,” the post was titled. “Turns out it was an advert on the LED screen.”
It was only after Carol returned home that the source of the confusion became clear. While scrolling through Facebook, her sister noticed a photograph of a smart fridge displaying an advertisement reading, “WE’RE SORRY WE UPSET YOU, CAROL,” set against a bright yellow background. The wording appeared ominous and personal, but it was later identified as a promotion for “Pluribus,” an Apple TV+ series created by Vince Gilligan. The show stars Rhea Seehorn as a character named Carol.
After receiving a screenshot of the advertisement, Carol confirmed it was the same message that had triggered her distress.
The sister expressed alarm over the situation, questioning whether such advertising practices were appropriate. “Is this even legal in the UK?” she asked, citing concerns about targeted or unsettling ads appearing on household appliances without warning.
Reddit users responded with sympathy and advice. Some suggested filing a complaint with the UK Advertising Standards Authority, while others recommended disabling the refrigerator’s smart features or replacing it with a basic model. Several commenters noted that while the situation was deeply unfortunate, it likely did not violate advertising laws.
“This is a horrible coincidence,” one user wrote, “but if someone is this vulnerable, those responsible for their care may need to control what media is present in their home.”
The conversation spread to X (formerly Twitter), where users expressed support and disbelief. One person remarked that even without a mental health condition, they would be unsettled if a household appliance addressed them by name.
Others questioned the necessity of advertisements on refrigerators altogether.
Samsung’s support documentation confirms that newer Family Hub refrigerators are capable of displaying ads on the screen. Users can disable them by tapping the close icon when an ad appears or by navigating through the settings menu. If the option isn’t visible, Samsung advises updating the refrigerator’s software and then turning off “cover screen ads” manually.
The incident has reignited debate over smart technology, advertising boundaries, and the unintended consequences such features may have for vulnerable individuals.
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