Back in April 2024, Microsoft changed the description of a Windows Start menu preference in an Insider build. It changed it from “show recommendations for tips, shortcuts, new apps, and more” to “Show recommendations for tips, shortcuts, new apps, ads, and more”.
The addition of three letters — ads — seemed to confirm Microsoft’s path of turning Windows into an advertising vessel.
Current Windows versions may show ads — Microsoft likes to call them promotions, recommendations, and tips — in various places already.
- Copilot — may return ads as part of its answers.
- File Explorer — may show notifications to use OneDrive for backup.
- Lock screen — may show ads when Windows Spotlight is enabled to show wallpapers.
- Notifications — may display suggestions and tips. These may also include promotions.
- Search — Windows 11 Search supports web results by default, which may be displayed as suggestions.
- Settings Home — displays Microsoft 365 and/or Game Pass subscription information and options.
- Start Menu — may show ads for apps under recommended.
- Start Menu — account profile icon may show a warning, if not signed-in with a Microsoft account, to sync data to OneDrive.
- Widgets — shows curated content from the Web, by default from MSN and other Microsoft services.
Did you know? There is a small tool to do away with most ads in Windows 11 (or a Reg file, if you prefer that).
With build 26212 comes the reversal
The release of build 26212 for Windows 11 changes the description again. This time, it reads: “Show recommendations for tips, app promotions, and more”.
The word ads is gone, and so is the word shortcuts. The term new apps has been replaced with app promotions. The latter indicates that Microsoft continues to hold on to the idea of promoting Microsoft Store apps in the Start Menu.
Ads on the other hand, appear off the table for now. Since this is a development build, there is still the chance that Microsoft is making changes to the description and functionality in the future.
Microsoft never revealed how ads would look like in the Start menu. Maybe it had plans to integrate them into the new Windows 11 Start menu sidebar feature that it started testing recently.
Closing Words
The reversal is a win for the Windows community, but it is likely not the last battle that needs to be fought in regards to ads in Windows.
Should Microsoft stop pushing ads in Windows 11?