Windows 11 Update Brings Start Menu Ads and User Reactions
Microsoft rolled out an update to Windows 11, and soon after installation, users started reporting a noticeable change in the Start menu. The new behavior centers on advertising inserts appearing in the Start menu’s Suggestions area. These ads display app icons and invite users to try new software, with one prominent example pointing to a popular password manager. Microsoft described the feature as a way to help people discover new programs, placing a spotlight on software that the company believes could be useful to many users.
The update in question carries the build number KB5036980 and was released in late April, with many users finding it available as an optional update at first. The company has indicated that the update could become mandatory over time as part of ongoing product and experience improvements. The responses from users have varied, ranging from curiosity about the new discovery mechanism to concerns about the perceived intrusion of advertising into a core system UI.
The introduction of ads into a system interface is not new to Windows. Past versions have experimented with promotional content in various places, including lock screens and other areas of the user experience. This updated approach in Windows 11 aligns with a broader strategy to surface software through native assistant-style prompts and suggested experiences. The underlying idea is to help users encounter solutions they might not have discovered on their own, potentially enhancing productivity or convenience by making recommended tools easier to find.
For many, the most noticeable aspect is the automatic appearance of these ads after installing the update. Some users express a preference for keeping the Start menu clean and minimal, and they seek ways to minimize or disable advertisements. In Windows 11, there is a path to manage personalized experiences through settings that allow users to tailor what appears in the Suggestions area. Turning off these prompts is described by users as a straightforward step, though it does require navigating to a specific section of the operating system’s personalization options.
There are those who view this shift as a natural evolution of a more integrated ecosystem, where advertisements and recommendations are part of the daily computing experience. Others worry about the potential for these ads to distract or dilute the sense of a polished, streamlined interface. The conversation around the feature touches on broader questions about user choice, control, and the balance between helpful suggestions and promotional content in a dominant software environment.
In practical terms, the situation suggests a trend toward enhanced discovery mechanisms within operating systems, aiming to introduce users to tools and services that can improve security, efficiency, or convenience. It also raises questions about how much automation should influence what appears on the home screen and how users can customize their experience to align with personal preferences.
From a security perspective, many users appreciate the potential for discovering legitimate, well-integrated tools that can simplify tasks and strengthen privacy and protection online. At the same time, there is a healthy skepticism about advertisements in a system interface that is central to daily work and personal use. The ongoing response from users and the company will likely shape how future updates balance discovery with control, transparency, and user autonomy.
Overall, the update highlights a significant design decision in Windows 11: whether to blend promotional content with everyday navigation in a way that feels helpful rather than intrusive. For organizations and individual users in Canada and the United States, the practical takeaway is to review personalized experience settings after any major update, understand what may appear in the Start menu, and know where to adjust preferences to keep the interface aligned with personal workflow and privacy expectations.
Attribution: observations reflect reports from industry coverage that explored how advertising and recommendations have evolved within Windows over the years. These insights are cited to provide context for the discussion around the latest Start menu changes and user reactions to them.