Your Windows 11 PC, your Samsung refrigerator, and even your car can now push ads and recommendations at you—even though you already paid for them. A July 15 report from Fox News’ CyberGuy column exposed how software updates have turned these devices into promotional channels, with Microsoft’s operating system being a prime example. Microsoft declined to comment for the story, but the company’s own documentation makes clear that Windows 11 places “tips, ads, and recommendations” in several places that many users mistake for native OS features.
This isn’t a single switch buried in settings. It’s a network of controls scattered across different menus, and turning off one won’t silence the others. If you’re tired of seeing suggestions for OneDrive backups, Xbox Game Pass trials, or account notifications on your lock screen, here’s what changed, why it matters, and how to take back control.
Where Windows 11 Shows Ads and Recommendations
Windows 11 integrates promotional content into at least four areas: the lock screen, the Start menu, the Settings app, and system notifications. Each uses a different mechanism, and Microsoft often frames them as helpful tips or essential alerts.
Lock screen: Windows Spotlight, which cycles through background images, can also inject “fun facts, tips, tricks, and more” directly onto the lock screen. It’s on by default.
Start menu: Depending on your build and edition, you may see recommendations for apps, recent files, or even account-related messages like “Finish setting up your PC” or “Back up your files with OneDrive.” Settings toggles for these are labeled with phrases like “Show recommendations for tips, shortcuts, new apps, and more.”
Settings app: Microsoft sometimes suggests features, apps, or services right inside the Settings interface. This content is controlled by a toggle in Privacy & security > General labeled “Show me suggested content in the Settings app.”
Notifications: Windows may pop up messages urging you to complete setup steps, try Microsoft 365, or back up to OneDrive. These are managed under System > Notifications > Additional settings, where you’ll find options like “Get tips and suggestions when using Windows” and “Show the Windows welcome experience after updates.”
An additional layer is the Device usage settings under Personalization. Here, you can tell Windows whether your PC is for gaming, creativity, business, or other activities. Microsoft says these choices “may produce tips, ads, and recommendations” such as Xbox Game Pass trials or Microsoft 365 Business offers. Even if you disable the advertising ID under Privacy & security > General, Microsoft’s documentation warns that “the number of ads you see won’t change,” only that they’ll be less personalized. The company explicitly states that this setting doesn’t apply to all forms of advertising from Microsoft or third parties.
Samsung and Stellantis Are Doing It Too
The Fox News report wasn’t only about Windows. Samsung Family Hub refrigerators began showing ads on their Cover Screens after a software update. According to a Samsung spokesperson, a pilot program started in October 2025 and ended in March 2026, after which the feature rolled out fully. The widget rotates weather, news, calendar events, and curated ads. Samsung claims that a low single-digit percentage of users have turned it off, but critics argue that default-on advertising hardly counts as user consent. Owners can disable it via Settings > Advertisements > Cover Screen Ads, or switch the Cover Screen theme to Art or Album, where the widget doesn’t appear.
In the automotive world, Stellantis—the parent company of Jeep, Ram, and Chrysler—confirmed that promotional messages previously appeared on Uconnect infotainment screens but said such messages haven’t run since mid-fall 2025. However, the company has a partnership with 4screen to integrate location-aware businesses and promotions into navigation maps, delivered via over-the-air updates. While not a pop-up ad, this turns the dashboard into a commercial channel that can change after purchase. A dashboard screen is not just another display; drivers rely on it for navigation and safety alerts, making any commercial intrusion potentially more dangerous than a kitchen appliance ad.
How We Got Here: Software Updates Redefine Ownership
The common thread is the software update. Manufacturers use the same OTA (over-the-air) pipeline that delivers security patches and bug fixes to slip in new monetization features. A product you once owned is now a service that can be altered at any time. This trend spans industries because screens provide an ongoing relationship with customers long after the sale. Telemetry data and user accounts let companies measure engagement and adjust their strategies.
Windows 11’s ad practices have evolved over time. Early releases had fewer promotional surfaces, but with each feature update, Microsoft has added new toggles and often defaulted them to on. The device usage settings, for example, were introduced as a way to personalize the experience, but their documentation now explicitly mentions ads. This shift mirrors what happened with smartphones and smart TVs, where after-purchase advertising became the norm—and the price of hardware dropped as a result. The difference is that you pay full price for a Windows license, a Samsung fridge, and a Stellantis vehicle.
How to Turn Off Windows 11 Ads: A Step-by-Step Guide
There is no single master switch, but you can significantly quiet your PC by walking through these settings. Note that the exact wording may differ slightly depending on your Windows 11 version and update status.
-
Disable lock screen suggestions
Go to Settings > Personalization > Lock screen.
Change “Personalize your lock screen” from Windows Spotlight to Picture or Slideshow.
Turn off “Get fun facts, tips, tricks, and more on your lock screen.” -
Cut Start menu recommendations
Go to Settings > Personalization > Start.
Turn off “Show recommendations for tips, shortcuts, new apps, and more.”
If you see “Show account-related notifications,” turn that off as well. -
Stop suggested content in Settings
Go to Settings > Privacy & security > General.
Turn off “Show me suggested content in the Settings app.” -
Kill the advertising ID
On the same Privacy & security > General page, turn off “Let apps show me personalized ads by using my advertising ID.”
Remember: this only stops personalization, not the ads themselves. Still, it limits how much your activity is tracked for ad targeting. -
Clear device usage settings
Go to Settings > Personalization > Device usage.
Toggle off all categories you don’t want used for “tips, ads, and recommendations.” -
Silence notification spam
Go to Settings > System > Notifications > Additional settings.
Uncheck “Get tips and suggestions when using Windows,” “Suggest ways I can finish setting up my device,” and “Show the Windows welcome experience after updates and occasionally when I sign in.” -
Review app startup and tracking
On the Privacy & security > General page, also consider turning off “Let websites show me locally relevant content by accessing my language list.” While not strictly ads, these can influence what you see.
For users who see persistent prompts about OneDrive, Microsoft 365, or other services, you may need to dive into those apps’ own settings. For example, OneDrive notifications can be managed from within the OneDrive app.
What IT Administrators Should Do
For managed environments, consumer-facing toggles are only part of the picture. Group Policy, MDM profiles, and Windows edition (Home vs. Pro vs. Enterprise) can override these settings or reintroduce them after a feature update. Administrators should:
- Include ad-related settings in baseline provisioning scripts or images.
- Test after each major Windows 11 feature update (e.g., 23H2, 24H2) because Microsoft sometimes adds new promotional surfaces or resets toggles.
- Use Group Policy or MDM to disable consumer experiences:
- Computer Configuration > Administrative Templates > Windows Components > Cloud Content > Turn off Microsoft consumer experiences.
- Also look into policies for “Turn off the Windows welcome experience” and “Do not suggest third-party content in Windows Spotlight.”
- Educate users that some “suggestions” may still appear if their Microsoft account is linked with certain services.
The Bigger Picture: Ads on Hardware You Own
Samsung’s refrigerator ads and Stellantis’ navigation promotions underscore a fundamental shift in product ownership. When you buy a device with a screen and an internet connection, you’re no longer just buying hardware—you’re buying a platform that the manufacturer can continue to monetize. The opt-out measures are often buried in settings menus, and the burden is on you to find them.
The Fox News report highlighted that only a low single-digit percentage of Samsung fridge owners have disabled the Cover Screen ads. That statistic doesn’t mean most people like them; it suggests either ignorance of the setting or acceptance by default—a dynamic that favors the advertiser. Stellantis’ move to put sponsored points of interest on navigation maps, even if not as pop-ups, still turns a critical driving aid into a revenue stream.
Microsoft’s approach is more subtle. Instead of obvious banner ads, you get “recommendations” and “tips” that often promote Microsoft services. The scattered settings make it likely that most users will see at least some of this content. And because the advertising ID switch doesn’t reduce ad volume, you can’t fully opt out; you can only choose between personalized and generic ads.
Outlook: Will Opt-Outs Stick?
The next test is durability. Will a Windows update re-enable Spotlight on your lock screen? Will Samsung push a new widget theme that ignores your Cover Screen setting? Stellantis has said its pop-up promotions are gone for now, but the 4screen partnership shows that automotive ads are still on the table.
For Windows users, the best defense is to periodically recheck your settings, especially after feature updates. Bookmark this guide and run through the steps every Patch Tuesday if you want a promotion-free desktop. For other devices, before buying, ask whether ads can be introduced later, whether the opt-out is clear and durable, and whether disabling promotions breaks other features.
Manufacturers have demonstrated that they can put ads on paid hardware. The real question is whether consumers and regulators will push back hard enough to make that practice unacceptable. Until then, you’ll need to police your own screens.