LG Smart TVs Now Display Ads When Idle: Time to Switch Off Your TV

LG has recently begun rolling out a new feature on its smart TVs, and it's not one that users will necessarily appreciate. Starting this month, several LG smart TVs, including its premium OLED models like the G4, will display full-screen ads when they enter idle mode. These ads will appear before the traditional screensaver kicks in, and they’ll be visible across the home screen, content store, and LG Channels.

Ads on Your Screensaver: A New Reality

This new advertising feature doesn’t just promote LG's products; third-party ads are also part of the mix. As reported by FlatpanelsHD, viewers have seen muted ads for the LG Channels streaming service, but the ads are not limited to entertainment-related content. It is expected that ads from various unrelated industries will also make their way to your idle screens.

In a statement, LG Ad Solutions’ technology chief, Dave Rudnick, explained the reasoning behind this move, stating that the ads performed well in testing. He emphasized that this is a valuable opportunity for brands to “be front and center on the largest screen in the room.”

“Today’s viewing habits are markedly different from the past,” Rudnick noted. “Now, 93 percent of viewers multitask while watching TV, engaging in activities like messaging, shopping, browsing social media, or playing games on their phones.” In other words, LG sees idle mode as another chance to monetize your attention, assuming you’re still near your TV.

How to Turn Off the Ads

While this development is frustrating for many users, there is a temporary workaround for those who would rather not be bombarded with ads when they’re not actively watching their TV. According to FlatpanelsHD, you can turn off the screensaver ads by navigating to “Additional Settings” in the TV’s settings menu and disabling the “Screen Saver Promotion” option.

However, it’s not clear whether this option will remain available across all regions or models. LG has previously announced plans to expand its ad offerings across the webOS platform, which runs on more than 200 million smart TVs worldwide, by the end of the year. This means that many more users could soon face a similar experience, whether they want it or not.

LG's Growing Focus on Ads

LG’s aggressive approach to integrating ads into its ecosystem is not new. For years, users have had to deal with auto-playing ads, often with audio, on LG’s app store. But with the latest changes, the company seems intent on increasing the frequency and visibility of advertisements on its devices.

The most concerning part of this shift is LG’s ambition to bring the webOS platform to more third-party smart TVs and potentially even other devices. As LG expands its reach beyond its own hardware, we may see a significant increase in unwanted ads across more screens in the future.

A Troubling Trend in Smart TVs

LG isn’t the only TV manufacturer exploring new ways to monetize their platforms. Many other brands, such as Samsung and Vizio, have also introduced advertising to their smart TVs. But the decision to add full-screen ads during idle moments is a bold step that may push some users over the edge.

For users already frustrated with increasing ads on digital platforms, the last thing they want is to see their living room TV — a product they’ve paid a premium for — turning into another billboard for corporate brands.

What’s Next for LG Users?

While the screensaver ads can be disabled for now, the fact that LG is pushing this update to a wide range of models suggests that ads are becoming a permanent part of the LG smart TV experience. With LG’s plans to integrate more ads into its webOS platform, users might eventually run out of ways to opt out.

For now, the best advice is to disable the ads through the settings menu or simply turn off your TV when you’re not using it. However, the growing trend toward ads on smart TVs shows that we may need to become more vigilant in managing our devices to maintain a pleasant viewing experience.

As smart TVs evolve, it seems that the screensaver might be evolving into an advertisement space, and users will have to decide how they want to respond to this new reality.

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