Microsoft is escalating its campaign to promote the Edge browser on Windows 11 and 10, introducing new ad tactics that confuse users and raise eyebrows. The latest moves include a revamped pop-up on the Chrome download page and desktop ads offering gift cards for using the Edge bar.

Pop-up gets a confusing twist

Windows Latest reports that the pop-up appearing when Edge users visit the Google Chrome download page now includes a line at the bottom: clicking the ‘Browse securely now’ button makes Edge your default browser, and this offer is “valid for 1 person/account within first 14 days of joining.”

But there's no actual offer linked to the action. Windows Latest tested it and found no reward points or gift cards for switching. The phrasing appears to be a mistake, but it leaves users expecting something that doesn't exist.

Previously, the pop-up simply noted that Edge uses the same Chromium technology as Chrome but with “added trust of Microsoft,” followed by a banner ad in testing.

Desktop ads reward Edge bar usage

Another new tactic targets users who have the Edge bar enabled, an experimental floating toolbar. These users see desktop ads promising a “free gift card” and Microsoft Rewards points if they use the Edge bar for all searches for three days.

Normally, users accumulate points over time to redeem for gift cards. This offer appears to grant enough points upfront to grab a card for apps from the Microsoft Store.

“This is getting odd. Microsoft incentivizing use of its products via reward points isn't new. But pop-ups on the desktop are a more in-your-face method, though only for those who enable the Edge bar.”

— Windows Latest

Aggressive push risks backlash

These ads follow other dubious Edge promotions, including pop-ups in Outlook on iOS urging users to switch from Safari. The momentum of nagging is gathering pace, signaling Microsoft's fixation on driving Edge adoption rather than letting the browser compete on its merits.

While some measures are experimental, the pattern is clear: Microsoft is pushing hard, even if it means confusing users with phantom offers or intruding on the desktop. The strategy could backfire if users feel harassed rather than convinced.

As the company continues to test new ad formats, the question remains whether Edge can win users through quality alone — or if these aggressive tactics will push people further away.