What is a Windows Advertising ID, and why you should turn it off
Windows gives each user account on a device an advertising ID. Apps that use the Windows advertising identifier can use it to make ads and other in-app experiences more relevant to you. If you’d rather not let apps use that identifier, you can switch it off in Settings.
Why you should turn it off
Turning off the Windows Advertising ID can limit one way apps personalise ads based on an identifier tied to your Windows user account. It’s one less way for Microsoft to track your activities.
Turn off the Advertising ID in Windows 11
1. Open Start and select Settings (or press Windows key + I).
2. Select Privacy & security.
3. Open Recommendations & offers. On some Windows 11 versions, this page is called General.
4. Turn off Let apps show me personalised ads by using my advertising ID.
The setting’s location and wording can vary slightly with your Windows version and updates. If you don’t see Recommendations & offers, look under Privacy & security > General.
Turn off the Advertising ID in Windows 10
1. Open Start > Settings (or press Windows key + I).
2. Select Privacy > General.
3. Turn off Let apps use advertising ID to make ads more interesting to you based on your app activity.
Microsoft ended support for Windows 10 on October 14, 2025. The setting may still be available, but standard free Windows 10 security updates and technical support have ended.
What changes when you switch it off?
Apps that rely on the Windows Advertising ID can no longer use that identifier to personalise ads for your account. You may still see ads; turning off the ID does not reduce the number of ads. It can make them less tailored to you. Microsoft says that turning the setting back on resets the advertising ID.
This is a focused privacy control, not a system-wide ad blocker. It does not stop website ads based on browser cookies, or other kinds of personalised advertising from Microsoft and third-party apps and services. Those may have separate settings and privacy policies.
Quick check
Return to the same Settings page and confirm the advertising ID switch is Off. If your device is managed by an organization, some privacy settings may be controlled by its administrator.
