Turn Off Targeted Ads and the Advertising ID in Windows
Stop Windows apps from using your advertising ID to personalize the ads you see, and switch off the related “suggested content” tracking.
Why: Windows gives every account an advertising ID that apps can use much like a website cookie — app developers and ad networks can tie data they collect to that ID to target ads across apps. Turning it off doesn’t reduce how many ads you see; it makes them less personalized, and it stops apps using that shared identifier. A few related switches under the same settings page control other tracking, so it’s worth turning them all down in one pass.
Step 1: Turn off the advertising ID
- Select Start → Settings → Privacy & security → General.
- Turn off Let apps show me personalized ads by using my advertising ID.
That’s the main one. Apps can no longer read your advertising ID to target ads.
Step 2: Turn off the other tracking switches on the same page
While you’re on Privacy & security → General, turn these off too:
- Let websites show me locally relevant content by accessing my language list — stops sharing your language list with sites.
- Let Windows improve Start and search results by tracking app launches — stops Windows logging which apps you open.
- Show me suggested content in the Settings app — removes promotional suggestions inside Settings.
Step 3: Turn off tailored experiences (diagnostic-based ads/tips)
Personalized tips and ads can also come from diagnostic data:
- Select Start → Settings → Privacy & security → Diagnostics & feedback.
- Under Tailored experiences, turn it off.
This stops Windows using your diagnostic data to show personalized ads, tips, and recommendations.
FAQ
Will turning off the advertising ID get rid of ads? No. Microsoft is clear that turning the advertising ID off won’t reduce the number of ads — they’ll just be less relevant to you, and apps can’t use the shared ID to track you across apps.
If I turn it back on later, does it keep my old ID? No — turning the advertising ID back on resets it to a new value.
Does this stop ad tracking on websites? Not by itself. The advertising ID setting applies to Windows apps. Interest-based ads on websites use cookies, which you manage in your browser settings instead.
Sources: Microsoft Support — General privacy settings in Windows, Microsoft Support — Diagnostics, feedback, and privacy in Windows