Samsung's Bespoke Refrigerator Claims Scrutinized by National Advertising Division
BBB National Programs' National Advertising Division evaluates Samsung's claims about AI and energy efficiency in its Bespoke Refrigerators, recommending modifications to certain advertising statements.
New York, NY, June 30, 2025 (GLOBE NEWSWIRE) — The National Advertising Division (NAD) of BBB National Programs has reviewed Samsung Electronics North America’s advertising claims for its Bespoke Refrigerators. The inquiry focused on express and implied claims on Samsung’s website, particularly those related to the AI Family Hub+ line and its advanced AI features.
Samsung promotes its “Bespoke AI” line, highlighting both Family Hub and AI Family Hub+ refrigerators. These models feature smart connectivity through the SmartThings app, which allows users to manage their appliances remotely. In 2024, Samsung launched the AI Family Hub+ line with advanced AI features, including AI Energy Mode and AI Vision Inside.
The Industry’s Smartest Fridge
Samsung advertises its product as “the industry’s smartest fridge,” often near references to AI Family Hub+ features. NAD found this phrasing conveys a comparative superiority claim covering both “smart” (connected technology) and AI capabilities. Based on the record, NAD determined that Samsung’s claims about having the “smartest” fridge were supported due to the unique features of the SmartThings app and SmartThings Hub.
However, Samsung voluntarily agreed to modify its advertising to avoid conveying the message that refrigerators with “smart” features are the same as those with AI features. As a result, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be modified.
Energy Savings Claims
Samsung claims consumers can “Get smart energy savings up to 10%,” which appears alongside language explaining the functionality of the AI Energy Mode feature. Based on evidence submitted by Samsung, NAD determined that the claims “Get smart energy savings of up to 10%,” “Reduce your energy use by up to 10% with AI Energy mode, all from your phone,” and “energy efficient” were supported.
However, NAD recommended that Samsung modify any energy savings claims that do not reference accessing the SmartThings app from their phone to make clear that a phone app is required for additional management of energy savings.
Ratings and Reviews
Samsung includes consumer ratings on product pages, including for refrigerators with AI Vision Inside. Some reviews were submitted by consumers who received monetary incentives, which are marked with an “Incentivized Review” badge. Samsung uses a third-party provider to monitor reviews in compliance with Federal Trade Commission guidance.
NAD found that Samsung uses objective and neutral criteria in soliciting and managing reviews and that incentivized reviews are clearly disclosed. In this context, NAD found that additional disclosures that incentivized reviews are included in the average rating are not required.
AI Vision Inside and View Inside
During the inquiry, Samsung voluntarily agreed to discontinue certain language in its claims for AI Vision Inside and further permanently modify those claims. Samsung also agreed to permanently modify its claims for View Inside. NAD did not review these claims on the merits and will treat them, for compliance purposes, as though NAD recommended they be modified.
In its advertiser statement, Samsung stated that it “appreciates the opportunity to participate in NAD’s review process and will comply with NAD’s decision.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
About BBB National Programs
BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers.
About the National Advertising Division
The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.
Frequently Asked Questions
What claims did Samsung make about its Bespoke Refrigerators?
Samsung claimed its Bespoke Refrigerators are the ‘industry’s smartest fridge’ and offered ‘smart energy savings up to 10%’ with AI Energy Mode.
What did the National Advertising Division (NAD) find about Samsung's claims?
NAD found Samsung’s claims about the ‘smartest fridge’ and ‘energy savings’ were supported but recommended modifications to avoid confusion between smart and AI features.
How does Samsung handle consumer ratings and reviews?
Samsung uses a third-party provider to monitor reviews and clearly discloses incentivized reviews. NAD found that additional disclosures for average ratings are not required.
What changes did Samsung agree to make regarding AI Vision Inside claims?
Samsung agreed to discontinue certain language and permanently modify claims for AI Vision Inside and View Inside.
What is the role of the National Advertising Division (NAD)?
NAD provides independent self-regulation and dispute resolution services, ensuring the truthfulness of advertising and protecting consumers.