A recent update sees Windows 11 now displays adverts via the Start menu for all users. The recent KB5036980 optional update enabled this function and features 'recommendations' that advertise apps listed in the Microsoft store. Though this update is optional for now, one may speculate that Microsoft could eventually make this a mandatory update.
It also seems that the company has implemented this with little time to gather feedback from its Beta users. The developers initially implemented this change in its Windows 11 preview build 22635.3495 two weeks ago, which gives very little time to gather sufficient feedback from a limited set of Beta testers. Hence, one would question the company's haste in implementing this.
Microsoft is ready to introduce updates and features via the highly anticipated Windows 11 24H2 build. However, decisions like introducing adverts would bring sour experiences and perspectives about the operating system. For now, this new feature can be disabled by turning off the 'Show recommendations for tips, app promotions, and more' option.
Microsoft claims it is displaying ads from a small set of curated developers, though that list would likely expand once it is set as a mandatory update. It also doesn't explain how it determines these recommendations- either based on the user's choice of activities and apps or based on different parameters. There's also the likely possibility that the team may reverse this decision in the future.
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