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Microsoft Halts Edge Advertisements on Chrome Download Site for Some Users
Over the past two years, Microsoft Edge had been notoriously displaying aggressive promo banners on the official Chrome download website, discouraging users from switching browsers. These ads, often sprawling across the top of the page, suggested that since Edge "runs the same technology as Chrome," there was no need to leave Microsoft's browser. However, recent developments signal a significant shift—many users now report that these intrusive messages have disappeared when accessing the Chrome site via Edge.
DMA-Driven Change: Limited to European Regions
The removal of these Edge advertisements primarily benefits users within the European Economic Area (EEA). This change aligns with the Digital Markets Act (DMA), a regulation introduced by the European Union to promote fair competition and curb anti-competitive practices among technology giants. For those regions where the DMA is enforced, the Chrome website—when accessed via Microsoft Edge—no longer bombards users with pleas to "stay with Edge" or exaggerated pop-up notifications. Unfortunately, if you're browsing outside of the EEA, especially in the United States or Asia, you may still encounter these Edge-centric banners when attempting to download Google Chrome.
Comparing the User Experience: Old vs. New
Before this policy update, European users saw multiple banners and pop-up ads urging them to remain with Edge every time they searched for Chrome through Bing or attempted a download via Microsoft's browser. These persistent prompts often led to frustration and tainted the user experience. Now, for those within compliant regions, the process is notably smoother and interruption-free, providing a more neutral environment for browser selection.
Implications for Browser Flexibility and Compliance
Microsoft's recent change is part of a broader strategy to comply with the DMA. Earlier, the tech giant announced several Windows 11 updates to ensure users have greater flexibility, such as easier browser default switching, improved Windows Search neutrality, and even the option to uninstall the Microsoft Store itself.
How to Make Your System DMA-Ready Outside Europe
Global users wishing to replicate the European experience can use tools like Wintoys. By downloading Wintoys from the Microsoft Store, users can enable the DMA toggle under the Tweaks menu, granting themselves additional freedoms, including the ability to uninstall Edge and reduce unwanted system ads, even if they're not physically located in Europe.
Market Impact and Outlook
This advertising policy reversal demonstrates the influence of regulation on tech industry practices. For everyday users and IT professionals, it means a less obtrusive browsing experience and more autonomy in choosing their preferred web browser. While Microsoft hasn't officially commented on these specific banner removals, the company's compliance with the Digital Markets Act sets a precedent for balanced competition across the browser landscape. Stay tuned for further updates and official statements from Microsoft as these changes continue to roll out globally.
Source: neowin
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