Microsoft testing ads in Windows 11 File Explorer?
Yes, Microsoft has been testing ads in Windows 11’s File Explorer, but as of now they appear only in a limited preview build and are not enabled by default for most users. The ads show up as a small banner inside the File Explorer window, promoting Microsoft’s own products like OneDrive or suggesting a Microsoft 365 subscription. This article explains what Microsoft has said, how the ads work, how to avoid them, and what it means for the future of Windows.
What Microsoft Has Confirmed
In early 2024, Microsoft began testing a feature in Windows 11 Insider Preview builds that displayed promotional content inside File Explorer. The banner appeared in the top section of the File Explorer window, above the ribbon, and looked similar to the tips and suggestions already used in the Settings app. Microsoft described it as a way to help users discover features and services, but it was widely interpreted as advertising.
The test was first spotted in Windows 11 build 22593 and later appeared in the Beta and Dev channels. Microsoft did not make an official announcement about the ads; instead, the feature was discovered by users and reported by tech news sites. Microsoft later confirmed to some outlets that the banner was an experiment and that it would be refined based on feedback. As of late 2024, the ads have not rolled out to the stable version of Windows 11, and Microsoft has not announced a firm timeline for a wider release.
How the Ads Work
The File Explorer ads are part of Microsoft’s broader push to monetize Windows through services. In the test, the banner appears as a small rectangle with a promotional message, such as “Get started with OneDrive� or “Try Microsoft 365.� It includes a close button (the X) that dismisses the ad for that session, but it may reappear later. The ads are served based on your Microsoft account and your usage of Windows services, similar to how ads appear in the Start menu’s recommended section.
Importantly, the ads are not tied to your file activity—Microsoft says it does not scan your files to target ads. Instead, they are based on general account information and whether you have used certain Microsoft services. The test only applied to consumer editions of Windows 11, not to Windows 11 Pro or Enterprise, and it could be turned off in the Settings app under Personalization > Start (though that setting was for Start menu suggestions, not File Explorer).
How to Turn Off or Hide the Ads
If you are on a Windows 11 Insider build and see the File Explorer ad, you can usually dismiss it by clicking the X button. However, if you want to disable such promotional content more broadly, you can try the following steps:
- Open the Settings app (Win + I) and go to Personalization > Start. Turn off the toggle for “Show suggestions for tips, shortcuts, and new apps in Start.� This may not affect File Explorer ads, but it reduces overall promotional content.
- Go to Settings > System > Notifications and turn off “Suggest ways to get the most out of Windows and finish setting up this device.� This is a separate setting that controls tips and suggestions.
- If you are using a Microsoft account, sign in to your account online and review your advertising preferences. You can opt out of personalized ads from Microsoft, which may reduce the targeting but not necessarily the ads themselves.
- For the most reliable control, switch to the stable version of Windows 11 (non-Insider) where the ads are not currently present. You can leave the Insider program via Settings > Windows Update > Windows Insider Program.
Microsoft has not provided an official registry hack or group policy to disable File Explorer ads specifically, but if they become a permanent feature, expect third-party tools to emerge.
Why Microsoft Is Doing This
Microsoft has been gradually introducing ads and promotional content across Windows 11. The Start menu already shows “recommended� apps and occasionally sponsored tiles. The Settings app has banners suggesting cloud backups or Microsoft 365. The lock screen shows tips and ads on Windows 11 Home. The File Explorer test is a natural extension of this strategy.
The company’s goal is to increase revenue from services like OneDrive, Microsoft 365, and Xbox Game Pass. Windows itself is a relatively low-margin product for Microsoft, and the company has shifted to a “services-led� approach. By placing ads in core apps, Microsoft hopes to convert free users into paying subscribers. This is similar to how Google and Apple promote their own services within their operating systems, though Microsoft has historically been more aggressive with ads.
Critics argue that File Explorer is a productivity tool, not a marketing surface, and that ads there are intrusive. Microsoft has responded to such criticism in the past by pulling or modifying features, so the current test may be refined or scrapped entirely.
Common Misconceptions
One common misconception is that the File Explorer ads are malware or a virus. They are not—they are a legitimate Microsoft feature in test builds. Another misconception is that the ads are already in the stable version of Windows 11. As of now, they are not. If you see an ad in File Explorer on a stable build, it is likely a third-party program or a different type of notification, not an official Microsoft ad.
Another myth is that Microsoft reads your files to show ads. Microsoft has stated that it does not scan file contents for advertising purposes. The ads are based on your account and service usage, not on the names or contents of your files.
Comparisons with Other Operating Systems
Apple’s macOS does not display ads in Finder, though it does show promotional content in the App Store and occasionally in system notifications. Google’s Chrome OS shows ads in the launcher only for free users, and Android shows ads in some system apps. Microsoft is not alone in this trend, but the File Explorer is a particularly sensitive location because it’s where users manage their personal data.
Windows 10 also had occasional ads in File Explorer, such as a banner promoting OneDrive in the navigation pane. Those were generally disliked and eventually removed. The Windows 11 test is similar but more prominent.
What You Can Do
If you are concerned about ads in Windows 11, you have several options:
- Stay on the stable release channel and avoid Insider builds. The ads are only in testing for now.
- Provide feedback to Microsoft via the Feedback Hub app. If enough users complain, Microsoft may reconsider.
- Use third-party file managers like Files (available on the Microsoft Store) that do not show ads.
- Consider using Windows 11 Pro or Enterprise, which are less likely to receive consumer-oriented ads.
Microsoft has not committed to a public rollout date. The company often tests features in Insider builds and then decides based on telemetry and feedback. It is possible that the ads will never reach the stable version, or that they will be modified to be less intrusive.
Frequently Asked Questions
Are the ads in File Explorer dangerous?
No, they are not dangerous. They are promotional banners from Microsoft, not malware. However, if you see an ad that looks suspicious or asks for personal information, it is likely not from Microsoft and you should avoid clicking it.
Can I remove the ads permanently?
In the test builds, you can dismiss the ad with the X button, but it may return. There is no official permanent toggle for File Explorer ads. If you want to avoid them entirely, switch to the stable version of Windows 11 or use a third-party file manager.
Will the ads appear in Windows 10?
Microsoft has not announced any plans to bring File Explorer ads to Windows 10. The test is specific to Windows 11, and Windows 10 is no longer the focus of new feature development.
Does Microsoft scan my files to show ads?
No, Microsoft has stated that it does not scan your file contents for advertising purposes. The ads are based on your Microsoft account and service usage, not on your files.
How do I know if I have the ad?
If you are on a Windows 11 Insider build, you might see a small banner at the top of File Explorer. If you are on the stable version, you should not see it. You can check your Windows version by going to Settings > System > About.
Can I opt out of personalized ads from Microsoft?
Yes, you can opt out of personalized ads from Microsoft by visiting your Microsoft account privacy settings and turning off “Personalized ads.� This may reduce the relevance of the ads, but it does not guarantee they will disappear.
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