Microsoft Rolls Out Ads in Windows 11 Start Menu

Microsoft has initiated the rollout of advertisements within the Start menu on Windows 11 for all users, marking a notable change to the operating system's interface.

Following a brief testing phase with Windows Insiders earlier this month, Microsoft has begun distributing update KB5036980 to Windows 11 users this week, incorporating "recommendations" for apps from the Microsoft Store directly into the Start menu. 

In the update notes for its latest public Windows 11 released on Tuesday, Microsoft states, "The Recommended section of the Start menu will show some Microsoft Store apps." 

These recommendations are sourced from a select group of curated developers.

While intended to assist Windows 11 users in discovering new apps, the primary beneficiaries are the developers Microsoft aims to attract to create more Windows apps. 

The rapid progression of this feature from the Beta Channel to release within a short period is noteworthy, given that Microsoft only began testing these ads two weeks ago. 

At the onset of testing, there were speculations about the possibility of Microsoft discontinuing the ads if feedback indicated they were unpopular.

However, a mere two weeks of feedback may not suffice to draw definitive conclusions. 

Fortunately, users have the option to disable these ads, or "recommendations" as Microsoft refers to them. 

With the installation of the latest KB5036980 update, users can navigate to Settings > Personalization > Start and deactivate the toggle for "Show recommendations for tips, app promotions, and more." 

While currently optional, Microsoft plans to push this update to all Windows 11 devices in the coming weeks. 

Microsoft's decision to introduce ads within the Windows 11 Start menu follows a trend of promotional placements in previous versions of Windows. 

Notably, advertisements appeared in the Windows 10 lock screen and the Start menu. Additionally, Microsoft experimented with ads within the File Explorer of Windows 11 last year before discontinuing the trial, citing that it was "not intended to be published externally."