It started with a popup. Not a glitch. An ad.
Specifically for McAfee antivirus software.
This isn’t some obscure firmware hack. It happened to an LG UltraGear customer connecting their gaming monitor to a Windows PC. The user, known online as wexos, didn’t mince words on X (formerly Twitter). They called it a public service announcement against buying the hardware.
The real issue? Automatic app installation.
LG monitors, it seems, install a background program called “LG Monitor App Install” without asking. Once that’s in, it pushes other apps. And those apps trigger popups. Microsoft took notice. Pavan Davuluri, the EVP for Windows and Devices, replied to the complaint directly. He announced that Microsoft intervened. LG agreed to disable the ads.
LG Electronics reiterates that McAfee is never installed without explicit consent.
But wait. Consent?
LG’s statement to Windows Latest was standard corporate deflection. They claim nothing installs automatically. They deny forcing McAfee down users’ throats. The reality on the ground looked different to many tech observers. Gamers Nexus dug into the code and found the installation happening silently during setup. PCMag confirmed the behavior. The app advises installing more software. The software serves ads.
Is this really a bug, or a feature?
LG isn’t hiding its hand. Back in March at the IAB NewFronts advertiser event, their Ad Solutions division didn’t apologize. They boasted. They described their smart TV home screen as the “ideal place to serve video ads from the first moment users turn them on.”
Seamless. Immersive. Full-frame video integrated directly into the interface.
They put brands at the first point of contact. Before you’ve even watched a single minute of content.
It’s not just LG. Amazon Echo Shows serve unkillable ads. Samsung recently drew ire for serving Apple TV show ads on the exterior doors of smart refrigerators. We’re all living in a connected ad landscape now.
But there’s a difference between a banner on a dashboard and a popup on a gaming monitor.
Popups trigger a specific rage. The speed of LG’s reversal was notable. Microsoft pressure likely played a role. But did they stop? Did they actually change the business model?
The Verge’s Tom Warren also complained. He’s a big TV. His LG TV served him ads on the home screen, too. He criticized the brand. The backlash is spreading. More complaints are likely coming in.
We asked LG about their strategy. We haven’t heard back.
The ads might stay. They might go. You’re the only one watching the screen.
