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Windows includes an advertising ID that allows supported apps and advertising networks to associate information about your activity with a unique identifier. Turning it off will not eliminate advertisements, but it can reduce one way apps build a profile to personalize the ads and recommendations you see.

Here is how the setting works, how to disable it, and which additional privacy controls provide broader protection.

What is the Windows advertising ID?

Windows generates a unique advertising ID for each user on a device. Supported Windows apps can access that identifier and use it alongside information they collect to deliver personalized advertisements and other tailored experiences. Microsoft compares the identifier to the unique IDs websites store in browser cookies.

For example, an app or its advertising partners might associate the ID with:

• Your activity inside participating Windows apps
• Topics or products that appear to interest you
• Advertisements you viewed or interacted with
• Information collected under the app provider’s privacy policy

This setting is specific to the Windows advertising identifier. It does not control every form of data collection or personalized advertising on your computer. Browser cookies, website trackers, account-based personalization, mobile advertising IDs, and third-party applications may use separate tracking methods.

Why should you turn off ad tracking on Windows?

Turning off the advertising ID limits supported apps’ access to a common identifier used for cross-app personalization. This makes it harder for participating apps and advertising networks to connect activity to the same Windows advertising profile. [

Privacy concerns surrounding commercial data collection are widespread. In a survey of 5,101 U.S. adults, 67% said they understood little to nothing about what companies do with their personal data, according to the Pew Research Center’s data privacy report.

Turning this setting off helps someone become safer online by reducing an unnecessary identifier available to supported apps. It will not prevent malware, phishing, or account theft, but privacy and cybersecurity overlap. The less unnecessary data companies and apps can associate with you, the smaller the profile that may be exposed, misused, or used to target persuasive advertising.

How do you turn off the advertising ID in Windows 11?

Microsoft is replacing the General privacy page with a Recommendations & offers page in newer versions of Windows 11. The wording you see will depend on your installed Windows version.

On newer versions of Windows 11

1. Select Start.
2. Open Settings.
3. Select Privacy & security.
4. Open Recommendations & offers.
5. Find Advertising ID.
6. Turn the switch Off.

If your Windows 11 PC still shows the General page

1. Go to Start > Settings.
2. Select Privacy & security.
3. Select General.
4. Turn off Let apps show me personalized ads by using my advertising ID.

Microsoft confirms that the older General page may still appear on devices that have not received the newest Settings layout.

The change should take effect without a restart. If you later switch the feature back on, Microsoft says Windows will reset the advertising ID.

How do you turn off the advertising ID in Windows 10?

On Windows 10:

1. Open Start.
2. Select Settings.
3. Open Privacy.
4. Select General.
5. Turn off the option that allows apps to use your advertising ID for personalized or relevant ads.

Labels may vary slightly by Windows build, but the switch should mention apps using the advertising ID to make advertisements more relevant. Microsoft’s general privacy guidance covers privacy controls for both Windows 10 and Windows 11.

Will turning off the advertising ID block ads?

No. Turning off this feature does not function as an ad blocker, and it does not reduce the total number of advertisements you see. Microsoft says the ads may simply become less personalized or relevant.

It also does not automatically:

• Block browser cookies
• Stop website fingerprinting
• Clear your browsing history
• Disable advertisements in every Microsoft product
• Change privacy settings in third-party apps
• Stop account-based personalization
• Remove existing data held by an advertiser

The FTC explains that websites and apps can also track activity through cookies, pixels, device fingerprinting, and advertising identifiers. Companies may use that information for analytics, personalization, and targeted advertising.

What other Windows and browser privacy settings should you review?

Disabling the Windows advertising ID is a good start, but broader protection requires a few more steps.

Review Windows permissions

Open Settings > Privacy & security and review which apps can access:

• Your location
• Camera and microphone
• Contacts and calendar
• Notifications
• Files and downloads
• Diagnostics and activity data

Microsoft provides these settings so users can decide how much information they want to share.

Manage browser tracking

The Windows advertising ID does not control tracking inside Chrome, Edge, Firefox, or another browser. The FTC recommends reviewing browser privacy settings and clearing cookies and browsing history if you do not want advertising based on past activity.

Consider taking these actions:

• Block or limit third-party cookies
• Clear old cookies and browsing data
• Review location permissions
• Remove extensions you no longer use
• Turn off personalized advertising within major online accounts
• Use private browsing for temporary sessions

Private browsing can remove local history after a session, but the FTC notes that it does not stop websites from seeing your online activity while you browse.

Your Windows privacy checklist

For a quick privacy tune-up:

• Turn off the Windows advertising ID.
• Review Windows app permissions.
• Disable location access for apps that do not need it.
• Limit third-party cookies in your browser.
• Clear old cookies and search history.
• Remove unused apps and browser extensions.
• Review advertising preferences in your online accounts.
• Recheck privacy settings after major Windows updates.

Turning off ad tracking in Windows takes less than a minute and reduces one way supported apps can connect your activity to a personalized advertising profile. It will not make you anonymous or block every advertisement, but it gives you more control over an identifier you may not need.

Use it as the first step in a wider privacy cleanup. Review app permissions, browser tracking, connected accounts, and personalized advertising settings regularly. Each change limits unnecessary data collection and helps create a safer, more private online experience.

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