Microsoft Backtracks: Forces LG to Stop Ads That Were Installed by Windows Update
Owners of expensive LG monitors discovered silent software installs and constant trial ads arriving through the operating system itself
Microsoft stepped in after Windows 11 users with LG monitors faced repeated McAfee antivirus ads. Connecting certain LG monitors triggered a quiet Windows Update that installed the LG Monitor App Installer. That app then displayed large pop-up ads for McAfee trials, often every time the computer started.
Complaints spread quickly. Testers at Gamers Nexus bought a high-end LG UltraGear monitor and saw the McAfee ad appear on nearly every reboot. Many owners reported the same experience: no clear request for permission, just an app appearing and pushing software they never asked for.
Microsoft’s Windows executive Pavan Davuluri confirmed the company contacted LG. The monitor maker agreed to turn off the McAfee pop-ups right away. Davuluri said Microsoft would keep working with partners to improve the experience. LG responded by insisting McAfee only installs with the user’s explicit consent and that the whole process runs through Microsoft’s official channels. Users and independent tests told a different story. The app showed up first. The ads followed.
This episode reveals how little control buyers keep over machines they already own. People spend real money on quality monitors, then discover software arriving through the operating system itself. The same system that promises a smooth experience also opens the door for hardware makers to deliver extra apps and advertising. Once installed, those apps can request wide access to system resources.
Microsoft fixed the most visible annoyance this time. The underlying path that lets peripherals install software without a clear opt-in remains open. Other brands have faced similar criticism for companion apps that appear uninvited. Some later switched to clearer consent steps. Customers still end up managing software they never chose.
A computer should remain under the owner’s direction. When platform rules and hardware partnerships produce silent installs and unwanted ads, the buyer loses the simple expectation of a clean machine. Microsoft’s pressure on LG shows one company can force a change when enough people object. It also shows how much power sits with the companies writing the rules.
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