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Software download products and services, freeware, and shareware

Note

To ensure consistency worldwide, Microsoft Advertising enforces our policies across our ad network using the English version. We provide translated versions as a courtesy to our clients, though the translations are not meant to change the content or meaning of the official policy language.

Important

This policy applies to all ad types.

Note

This page was last updated on April 22, 2026.

This policy sets the minimum standards for advertisers, publishers, and partners who promote or distribute software downloads. It applies to all ads and landing experiences that promote software downloads, including freeware, shareware, and software bundles, wherever users can download and install software on their devices.

Our goal is to ensure a safe, transparent, and controllable experience for users before, during, and after installation

Ads that promote software must accurately represent the software offered.

If the ad copy includes “latest version, free,” the download must:

  • Be the latest version.
  • Be free without requiring additional downloads.

Note

All ads must disclose if a software download is required to access content or services.

  • User Choice and Control

    Users must be informed of:

    • What software is being installed and its source.
    • Any changes that the advertised software makes to device settings or existing software.

    Users must be able to:

    • Decline installation or secondary offers easily.
    • Revert changes and uninstall software without difficulty.

    Consent must be explicit and not obtained through misleading claims.

  • Disclosures

    All material information must be clearly displayed before installation on the landing page, offer screen, or store listing:

    • Software name and source.

    • All included products in a bundle.

    • Key features and functionalities.

    • Links to the privacy policy and EULA (with contact details).

    • Any changes to:

      • Browser settings (homepage, search provider, new tab).
      • Operating system settings or local files.

    • Instructions for uninstalling and reverting changes.

  • Offer Screen Requirements

    Software name must match what appears in the device and uninstall dialogs.

    Add/remove details (e.g., install date) must be accurate.

    Secondary offers:

    • Must allow individual or bulk decline (e.g., “Skip All”).
    • Accept/Decline options must be equally prominent.
    • No repeated prompts after a decline.

    Any setting changes must be disclosed upfront.

  • Updates

    Updates require user consent, except for disclosed enterprise background updates.

    Automatic updates are allowed only with clear consent at install.

    Updates must:

    • Disclose what is being updated.
    • Not change core functionality without consent.
    • Not alter third-party software without consent.

    Security updates (e.g., antimalware signatures) are exempt.

  • Uninstall

    Software must appear in the system's standard uninstall interface.

    Uninstall must:

    • Be simple and free of conditions (e.g., no payments or extra downloads).
    • Include only one confirmation prompt.
    • Not install or remove unrelated software.
    • Fully remove the program without leaving trace

  • Bundling

    All bundled software must be disclosed upfront.

    Users must be able to decline each item individually or via “Skip All.”

    No chained bundlers (bundle within a bundle).

    Legitimate software cannot be bundled with prohibited software.

    Installers must not crash or freeze the device.

What Happens When an Ad Policy is Violated

The penalty varies by the nature of the violation, and the number of violations. Learn More

Note

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