Microsoft has begun testing ads within the Start menu of Windows 11, a change rolling out to users within its Beta Channel in the US. The controversial addition of ads in the Windows 11 Start menu is currently limited to beta testers in the US. However, even if the most negative feedback is forthcoming, it is hard to imagine that Microsoft will back down and not roll out Start menu ads to all Windows 11 users.
The software maker will use the Recommended section of the Start menu, which usually shows file recommendations, to suggest apps from the Microsoft Store. This will appear only for Windows Insiders in the Beta Channel in the US and will not apply to commercial devices (devices managed by organizations).
The first ads in the Windows 11 Start menu will look familiar. Microsoft started testing ads inside the File Explorer of Windows 11 last year before disabling the experiment in beta versions of Windows 11. Microsoft has been experimenting with ads inside Windows for more than 10 years. There are already promotional spots on the Windows 10 lock screen and in the Start menu, so it's not exactly surprising to see them appear in Windows 11, too.
Microsoft is exploring the idea of putting ads in your Windows 11 Start menu. To be specific, it's looking to place advertisements for apps you can find in the Microsoft Store in the menu's recommended section. At the moment, Microsoft will only show ads in this version if you're in the US and a Windows Insider in the Beta Channel. You won't be seeing them if you're not a beta tester or if you're using a device managed by an organization. Further, you can disable the ads by going to Settings > Personalization > Start.
Microsoft has been testing new ads in the Windows Start menu, or what it describes as "new treatments," for users logged into local accounts as part of a "badging" expansion. This "feature" has been under testing since at least November 2022, and some of these "notifications for Microsoft accounts in the Start menu" are already being displayed to users who have installed last month's Windows 11 preview update or this week's Patch Tuesday security updates.
It's important to mention that features tested in the Dev Channel may never get released or be heavily tweaked once made available to general customers. On systems where the new "treatments of badging on the Start menu" roll out, the ads will show up in the sign-out flyout of the Windows 11 Start menu.
In conclusion, Microsoft's decision to test ads in the Start menu of Windows 11 has sparked controversy among users. While some see it as a way to discover new apps, others view it as an intrusive feature that detracts from the user experience. As the testing continues, it remains to be seen how Microsoft will respond to user feedback and whether these ads will become a permanent feature of Windows 11.