Microsoft Removes Edge Ads for Chrome Users
In a significant shift in its marketing strategy, Microsoft has begun phasing out misleading advertisements promoting Edge, especially when users attempt to download Chrome—the world’s most widely used browser. Previously, visitors would encounter intrusive banners urging them to continue using Edge by highlighting its shared technology with Chrome. Fortunately, it seems that these disruptive ads are being removed for select users.
Changes to the Download Experience
For users conducting searches for Chrome via Bing, the experience has markedly improved. The familiar banners urging compliance with Edge are no longer present, and the annoying pop-up reminders requesting users to ‘please stick with Edge’ have also vanished. This alteration has been embraced by many, marking a welcome modification in Microsoft’s approach.
Regional Limitations
Despite this positive development, not all users are equally fortunate. Currently, the removal of Edge promoting ads appears to apply predominantly to individuals in areas where the Digital Markets Act (DMA) is enforced, specifically within various European countries. Users outside of the European Economic Area (EEA) still face aggressive advertising tactics when they access Chrome through Edge.
Compliance with the Digital Markets Act
This change was anticipated following Microsoft’s recent revelation about multiple Windows updates designed to meet the stipulations of the DMA. Key revisions include how Windows establishes default browsers, modifications to Windows Search, and enhancements allowing the uninstallation of the Microsoft Store. Although Microsoft did not directly address the elimination of aggressive ad practices, the decision aligns with broader compliance efforts regarding the DMA.
Options for Users Outside the DMA
For those residing in the United States or other regions outside the DMA’s jurisdiction, there is a straightforward method to potentially access these benefits. By using a popular application called Wintoys, available for free from the Microsoft Store, users can make their systems DMA-compliant. Simply navigate to the Tweaks tab, locate the System section, activate the Digital Markets Act toggle, and restart your device. This process doesn’t necessitate changing the Microsoft Store region, allowing users to uninstall Edge among other freedoms, thus reducing system-wide annoyances in Windows 11.
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