Users of LG's latest monitors have discovered that plugging in a new display triggers an unsolicited McAfee advertisement, delivered via a Windows 11 feature designed to streamline device setup. The promotional pitch appears as part of the operating system's out-of-box experience, effectively turning a hardware purchase into an advertising opportunity.
The unwanted ad appears to be injected through monitor firmware or driver metadata that Windows 11 interprets as a recommended software offer. Customers report seeing a full-screen prompt urging them to install McAfee security software, with no option to decline before the monitor is usable. The practice has drawn sharp criticism from privacy advocates who argue it undermines user trust and may breach UK advertising regulations.
Under the Privacy and Electronic Communications Regulations, UK businesses are generally prohibited from sending unsolicited marketing messages without prior consent. The Information Commissioner's Office has previously warned against 'dark patterns' that trick users into accepting unwanted software. Meanwhile, the EU AI Act's transparency requirements could set a precedent for how hardware manufacturers disclose embedded promotional content, though the regulation primarily targets artificial intelligence systems.
For UK consumers, the incident highlights a growing trend of 'adware-by-hardware' — where manufacturers monetise the initial setup experience. Cybersecurity experts warn that such practices could erode confidence in trusted brands and normalise the installation of unrequested software. 'If a monitor can serve you an ad, what else can it do?' said one infosec analyst, speaking on condition of anonymity. 'This blurs the line between legitimate driver updates and adware distribution.'
LG has not publicly commented on the reports. Windows 11's out-of-box experience is designed to help users configure printers, webcams and other peripherals, but critics argue it should not be used as a marketing channel. The development comes as the UK government consults on a new code of practice for connected devices, which could impose stricter rules on how hardware manufacturers handle user data and consent.