Samsung does that too and use it to sell you stuff, show you ads, and retarget you across devices! (Not saying it’s a good thing, but rather pointing out how common this is)
A while after I've had my LG TV, and found every arcane different menu you need to remove all the ads. They started sending me ads via the notification pop-up.
This continued even after finding and removing the consent for advertising (that I'd missed in one of the consent pop-ups.)
I've considered and looked into "dumb" TVs, but I don't think they're for me. I just want one that's not enshittified!
LG also didn't used to have home screen ads, but that's a long time ago now.
I use Apple TVs on all my smart TVs and none of them have ever been connected to the internet. No ads with consistent interface across TV brands.
That is not my use case though.
You are exactly why TVs continue to suck.