Microsoft wants to run ads in your Start menu on Windows 11

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Windows 11 Home and Pro users may soon begin seeing "recommended" apps and websites in the Start menu.

Microsoft Edge icon in Windows 11 Start menu
(Image credit: Future)

What you need to know

  • Microsoft has began testing showing ads in the Start menu's "Recommended" area on Windows 11.
  • The ads will consist of "recommended" websites and apps, along with brief descriptions.
  • This change will apply to Windows 11 Home and Pro, but users can turn it off.

In the last six months, Microsoft has ramped up how and where it tries to advertise apps and services to you. The company is already bringing more of MSN to the Windows 10 and Windows 11 lock screen, the Widgets panel is a glorified advertisement board, and the Settings app now wastes no time trying to get you to subscribe to Microsoft 365.

Now, Microsoft is looking to open up advertising in another area of the Windows Shell, specifically, the Windows 11 Start menu's "Recommended" area, which the company says will now showcase apps and websites it thinks you might be interested in trying out. This change is currently in preview testing, so it may not ship if enough users file feedback about it.

How ads will look in the Start menu. (Image credit: Microsoft)

If it does ship, users will have the option to turn it off if they want. To do this, just head into Settings > Personalization > Start and turning off "Show recommendations for tips, app promotions, and more" will disable the ads from showing in the Start menu. This is how Microsoft announced the "feature:"

"We are now trying out recommendations to help you discover great apps from the Microsoft Store under Recommended on the Start menu. This will appear only for Windows Insiders in the Beta Channel in the U.S. and will not apply to commercial devices (devices managed by organizations). This can be turned off by going to Settings > Personalization > Start and turning off the toggle for “Show recommendations for tips, app promotions, and more.”

This change is just one of many recent ones designed to promote apps and services on top of Windows. Some users may find it useful to see recommended apps and websites in the Start menu, and app developers will definitely appreciate the extra opportunity to promote their app. 

Zac Bowden
Zac Bowden
Senior Editor

Zac Bowden is a Senior Editor at Windows Central. Bringing you exclusive coverage into the world of Windows on PCs, tablets, phones, and more. Also an avid collector of rare Microsoft prototype devices! Keep in touch on Twitter and Threads

7 Comments Comment from the forums
  • sonicscooter
    Does Microsoft even listen to users anymore, or do they just listen to shareholders and top-level execs these days?

    All this move is likely to do is frustrate experienced users and baffle the less technically savvy ones. I don't see anyone saying they want this. I appreciate you can turn this feature off, but this is the Microsoft of today we're talking about, and we all know they are flagrantly disrespectful when it comes to the user's choice.

    With the way things are going, Microsoft seems to be doing a sterling job at eroding their own market share by driving users to other platforms.
    Reply
  • Ron-F
    It appears that Microsoft is committed to advancing the year of Linux on the desktop.
    Reply
  • Roscojim
    They are only testing it, and since you can turn it off, it's no big deal.
    Reply
  • fdruid
    Ron-F said:
    It appears that Microsoft is committed to advancing the year of Linux on the desktop.
    And not even this will do it.
    Reply
  • fdruid
    Zero problem with that.
    Reply
  • Rumpystiltskin
    You know seeing the picture they had with the article makes me think. I wonder what members of the FIDO Alliance would think of this? They want people to be more vigilant with their passwords and security. A password manager is one of the best ways to do that. It seems unobtrusive. Also, you can turn it off. Seems like a good way to learn about stuff you might need.
    Reply
  • johnnypop
    Roscojim said:
    They are only testing it, and since you can turn it off, it's no big deal.
    You can turn it off for now, at least.
    Reply