LG Has Started Showing Screensaver Ads on Their Smart TVs

Like them or not, ads run the world. They’re the reason so much content out there is free of charge—or, at least, less expensive. But while it’s one thing to watch an ad before jumping into a YouTube video, or to see ads surrounding an article, it’s another thing entirely to be forced to see ads even when you’re not engaging with the product.

That, apparently, is what’s going on with LG TVs right now. While anyone with a smart TV may be familiar with seeing more ads throughout their television experience, LG is taking things up a notch” Now, the company is displaying ads during screensavers. I guess leaving your TV idle isn’t “free” anymore.

FlatpanelsHD made the discovery when reviewing LG’s G4 OLED TV. These ads display in full-screen before reverting back to the screensaver you expect to see. FlatpanelsHD saw full-screen ads for LG Channels, LG’s free streaming service that includes ads, but confirmed through LG there can be advertisements from third-party partners as well.

While FlatpanelsHD may have been among the first to see these ads in the wild, they aren’t a secret. In fact, LG Ad Solutions announced the initiative on Sept. 5, in a post titled “Idle Time Isn’t Wasted Time — LG Ad Solutions Finds that Screensaver Ads Are In Fact Effective.” The program even has a name, “Native Screensaver Ads,” and runs across the Home Screen, LG Channels, and Content Store on LG Smart TVs. According to the announcement, Native Screensaver Ads turn “what may be perceived as a period of downtime into a valuable engagement opportunity.” Cool.

LG Ad Solutions is very excited about the initiative, claiming that these targeted ads boost customer engagement in multiple categories. The idea is, people don’t leave the room when the TV is idle anymore: They’re doing other things, like messaging, playing games, or shopping. Displaying ads on a giant screen in their peripheral vision, then, means that companies like LG can try to capture a different kind of audience.

That’s all well and good, but to me, and I’d wager a lot of people, the idea is just a step too far. I didn’t buy my LG TV to encourage me to buy stuff: I purposefully watch shows and movies on it (and play the occasional game). It’s insulting to think I want to leave my TV running in the background at all times, and be fine with constant, targeted ads in my space. If you feel the same, the good news is there’s a way to block these ads in the first place.

How to disable LG screensaver ads

If you have an LG smart TV, head to your device’s Settings, then choose Additional Settings. If your TV is affected, you should see a Screen Saver Promotion option. Disable it, and you should be spared from idle encouragements to shop.