Microsoft has started testing advertisements in the Start Menu of Windows 11. The tech giant is experimenting with this by displaying promoted apps in the 'Recommended' section of the menu which appears to be similar to its previous attempts of integrating ads into the OS. This experiment by Microsoft is currently limited to the Windows Insiders in the Beta Channel within the US. As per Microsoft, the ads should help users in discovering apps from the Microsoft store.
The tech giant hopes to increase the exposure of its store offerings by placing promoted apps alongside the recently installed and frequently used programs. These prompts can be disabled through Settings, however, some users have argued that this just adds to the list of settings that one needs to adjust to enjoy a clean, ad-free Windows 11 experience.
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Transparency And Other Concerns
One of the biggest issues with this is the lack of transparency. Microsoft is not putting a clear 'Promoted' label next to the name of the apps that are being shown in this section. Users might not immediately realise that they are being shown an advertisement instead of a personal recommendation for their system. The company however is seeking feedback on the changes which it might use to modify or remove the feature altogether.
Notably, as per the Windows Insider team, this experiment won't be applicable on commercial devices managed by organisations possibly due to the potential for disruption in professional settings.
Critics have argued that rather than this, Microsoft should be focusing on refining the Start Menu's functionality and customisation options. Some highlighted that the company has ample opportunities to showcase its store offerings through the Microsoft Store app itself, as well as through other channels including email newsletters and targeted online ads.