The Built-in Advertisements
As Microsoft transitioned Windows 10 into a “service,” they began integrating subtle promotional content directly into the core operating system. One of the most prominent places this occurs is right inside the Start Menu. As you scroll through your list of installed applications, you might occasionally see an icon for an app or a game that you never actually downloaded. This is a “Suggested” app.
These suggestions are essentially native advertisements. Microsoft analyzes your usage patterns and pushes recommendations for apps available in the Microsoft Store. While some users might discover a useful tool this way, most find it intrusive and confusing to see unknown software appearing alongside their personal files and trusted programs. If you want a clean, professional workspace, you should turn off these built-in promotions.
How to Stop Start Menu Suggestions
You can disable these native advertisements directly from the Windows Personalization settings.
- Click the Start button (or press the Windows key) and click the Gear icon on the left side to open Settings.
- In the Settings window, click on Personalization.
- In the left-hand sidebar, click on Start.
- Look through the list of toggle switches in the main window.
- Find the option labelled “Show suggestions occasionally in Start”.
- Toggle the switch to the Off position.
Once disabled, your Start Menu will immediately stop injecting unsolicited app recommendations into your application list. It will return to being a strict, alphabetical directory of only the software you have actively chosen to install on your machine.