Microsoft initiates trials for ads within Windows 11 Start menu
Microsoft has announced plans to test in-menu advertisements within its latest operating system, Windows 11. The tech giant aims to use the "Recommended" section of the Start menu, typically used for suggesting files, to promote apps from the Microsoft Store. This testing will be limited to Windows Insiders in the Beta Channel in the US, and will not be applicable to commercial devices, the company stated in its blog post.
Microsoft's history with in-system ads
This isn't the first time Microsoft has explored integrating ads into its OS. The company has previously experimented with in-system ads, including promotional spots on the Windows 10 lock screen and within the Start menu. In 2022, Microsoft tested ads within the File Explorer of Windows 11 but later disabled this feature in beta versions due to user feedback.
User control and feedback on new ad feature
By default, the new app promotions in Windows 11 will be active but can be deactivated in the Settings section. This move has sparked debate among users, who argue that it adds to an already long list of settings requiring adjustment for an ad-free experience. Additionally, there is no clear "Promoted" label next to the app name, making it difficult for users to distinguish between an ad and a personal recommendation.
Critics suggest alternatives to Start menu ads
Microsoft has expressed openness to feedback regarding these changes, and may modify or remove ads based on user reactions. Critics suggest that Microsoft should focus more on improving the Start menu's functionality and customization, rather than using it as an advertising platform. They argue that there are enough avenues for Microsoft to promote its store products, such as via the Microsoft Store app, email newsletters, and targeted online ads.