ROKU customers – like many smart TV viewers – have been fuming at the rising number of adverts in recent years.

Now, Roku’s director of international ad sales, Mike Shaw, has said he wants to introduce “shoppable” ads that are similar to the ones you see on social media platforms like Facebook.

They essentially allow viewers to buy things directly from the ads they see on their TV.

However, viewers have dubbed them “intrusive” and ‘insulting’.

Shaw reckons its a golden opportunity for advertisers.

He envisions a future where TV viewers will be able to order a takeaway while they’re enjoying a movie, from say, a Deliveroo or Dominos advert.

“Consumers can click and buy products while enjoying an evening show, or order food and snacks when watching a sports game,” Shaw wrote in business-facing outlet Retail Tech Innovation Hub.

“It’s all part of a complementary, branched out buyer’s journey.”

The adverts won’t just be from household name retail giants, but smaller businesses too.

Shaw described the advert-style as “reducing the sales funnel down to just one click”.

But it’s clear from comments made on social media that Roku customers – and others using similar TV gadgets – are sick of the constant increase in adverts.

“Roku will show video ads in their menus before you open a streaming service app,” one longtime customer complained on X.

“First it was ads in the menus. Then billboards blocking out the scenery in screen saver scenes. Then it was ads *in* those scenes.

“I’ve used a Roku box for about a decade. It’s slowly gotten more intrusive.

“They filed a patent last year on ways to show ads over other devices plugged into their TVs, like your game system or laptop.

“Just no. It’s a device. It’s hardware. I didn’t buy it to advertise to me.”

Another onlooker wrote on Reddit that they were “insulted” by the increase of advertising on Roku devices.

They joked: “Why not just let me buy a robotic arm for my TV for only $99.99 that swipes my credit card, and steals my money when I go to the loo?

“And a $19.99 monthly subscription that prevents the built-in flamethrower from torching my house.”