You're used to ads in regular TV programming, but what would you say if your smart TV started inserting ads into videos you own?

This is exactly what happened to some Samsung smart TV owners, and though it seems to have been an error on Samsung's part, it's a scary omen for the types of advertising we might see on TVs in the future.

On Monday, a Reddit user complained in a post that a muted Pepsi ad started playing while he was watching shows and movies on his Samsung TV. The actual files were stored locally on the user's Plex media server, but the ads did not show on any other platforms, such as tablets or smartphones, accessing the same server.

The solution, according to a post on the Plex forums, is to click "disagree with the Yahoo Privacy Notice," an option located deep inside Samsung's Smart Hub options. A Plex spokesperson told GigaOm that the company has nothing to do with this, meaning the TV's software is likely to blame.

Also on Monday, several Australian owners of Samsung smart TVs complained of Pepsi ads being stuffed into their Foxtel (Australian cable TV service) programming.

This was only happening on Samsung smart TVs — no other devices or platforms seemed to have been affected. An answer from Foxtel came swiftly, with an employee saying on the company's forums that "this absolutely should not be happening and has been escalated immediately."

Soon thereafter, Samsung Australia released a statement on the issue, claiming the Pepsi ad was the result of an "error that occurred as part of a recent software update that was not intended for the Australian market."

"We can confirm that the issue has now been rectified and that there are currently no plans to introduce this type of advertising in Australia in the near future," the statement said.

While that sounds comforting enough for Australians, it definitely sounds like Samsung does have an intent to insert ads like these in some markets.

Similar ads started popping up on Samsung's smart TVs in Jan. 2014. Then, Samsung said it's exploring "interactive experiences" which will be offered to users on an "opt-in" basis.

We've reached to Samsung for an explanation, but have not yet heard from the company.

The news comes shortly after it was discovered that Samsung's smart TV terms and conditions policy has a disconcerting warning — anything you say in front of your TV might be relayed to a third party. Samsung was quick to downplay the wording, claiming the TV only sends data to third parties when a user requests a voice command search. However, if your TV can display ads on its own — and the above examples definitely show it can — there's probably a mechanism to deliver ad-related data to a third party.

The question at the center of both issues is the same: How does Samsung treat your data, who has access to it, and can the customer opt out of such schemes entirely? Samsung and other smart TV makers will have to provide clear answers, or risk losing their customers' trust.