Microsoft was already showing some sponsored search suggestions, but the Windows 11 update distributed just this week brings more ads to the Start Menu, which threaten to clutter and slow down the operating system’s interface.
Dubbed KB5036980, the update distributed starting this week for Windows 11 users is optional for now, those who do not want to “benefit” from the new Windows 11 experience with ads can select it for uninstallation in the list displayed in the section Windows Update > Advanced Options > Optional updates of the menu Settings.
In addition to the ads added to the Start menu, the update also brings some additional improvements. Such as fixing an issue with taskbar widgets appearing pixelated or blurry. The Lock Screen widgets are also improved, with Microsoft claiming that their stability will be better from now on. Other small fixes address things like the Japanese 106 keyboard and an issue with the Settings app crashing when showing certain notification messages.
Indeed, even on systems where this update has already been installed, the blasphemous ads are slow to appear, a sign that Microsoft has worked on the display “formula” so that their impact is not excessive for users.
It’s also possible that Microsoft hasn’t enabled the server-level ad system, and they’re only appearing sporadically and not for everyone, while the company monitors the public’s reaction.
It is certain that Windows ads are not something new, they have appeared in the Start Menu since the time of Windows 10, Microsoft is always trying to find a suitable formula for their use.
The Start Menu is just the latest addition in Microsoft’s plan to add advertising to as many parts of the Windows interface as possible. For example, the Windows interface already displayed recommendations for web articles, apps, games, and other promotional materials, but not in such conspicuous and hard-to-avoid locations as the Start Menu. In addition, it is not clear whether the new ads will be able to be turned off, in whole or in part. At best we’ll have a well-hidden setting in the configuration menu, ensuring that the vast majority of Windows 11 users will stick with the new Start Menu experience.
According to Microsoft, the Start Menu ads will be comprised of Microsoft Store apps selected from a “small set of select developers.” The ads will appear in the Recommended section of the Start Menu, which previously only showed documents and images that the user has recently used. When you click on an ad you will be redirected to the Microsoft Store to download the app.
