Windows 11 update turned on ads

With the latest Windows 11 update, Microsoft enabled ads in the Start menu for all users. After a brief test with Windows Insiders earlier this month, Microsoft this week began distributing update KB5036980 to Windows 11 users, which includes "recommendations" for apps from the Microsoft Store in the Start menu.

"The Recommended section of the Start menu will show some apps from the Microsoft Store," wrote the update notes in the latest public release of Windows 11. "These apps come from a small set of select developers." The purpose of the ads is to help Windows 11 users discover more applications, but they will greatly benefit developers whom Microsoft is trying to attract to make more applications for Windows.

Microsoft only started testing these ads two weeks ago, so it's surprising that this "feature" has progressed from Beta to full release in such a short amount of time. Somehow we all hoped that Microsoft would abandon the idea of ads in the face of the flood of negative comments, but apparently the analysis showed that they can afford to use the fury of users in exchange for more revenue. 

Fortunately, you can disable these ads, or “recommendations” as Microsoft calls them. Once you have installed the latest KB5036980 update, go to Settings > Personalization > Start and turn off the “Show recommendations for tips, app promotions, and more” switch. Although the KB5036980 update is currently optional, Microsoft will push it to all Windows 11 PCs in the coming weeks.

Microsoft's move to enable ads in the Windows 11 Start menu follows similar promotional spots in the Windows 10 lock screen and Start menu. Last year, Microsoft also began testing ads in Windows File Explorer 11, and then he defended himself that it was only an experiment. Let's hope it stays that way.