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Microsoft is experimenting with putting ads in the Windows 11 Start menu.
Ads will appear in the Recommended section of the start menu, a spot typically reserved for file suggestions. As part of the test, it also now proposes apps from the Microsoft Store.
Currently, the ads will only appear for a "small set" of Windows Insiders in the Beta Channel in the US, and will only appear on consumer devices, not devices managed by an organization.
If you’d rather not see the ads, turn them off by going to Settings > Personalization > Start and turning off the toggle for Show recommendations for tips, app promotions, and more.
In a blog post announcing the test, Microsoft added a reminder that it regularly tests new experiences and concepts that may never get released. Those who do try it are being asked to provide feedback on how and if they like it.
The move builds "on top of recent improvements like grouping recently installed apps and showing your frequently used apps," Microsoft says.
In March 2023, Microsoft also tested including ads in File Explorer. At the beginning of the year, the company also started advertising Windows 11 in pop-up ads to users who are still using Windows 10. To banish these and other interruptions, check out our guide for How to Remove the Most Annoying Ads From Windows.