HP Support Assistant Promotes Bing on Windows 11 PCs

HP Support Assistant, a pre-installed application on HP PCs, has started running a paid Bing campaign, prompting users to change their default search engine and homepage to MS Bing. Unlike previous instances, MS has not intervened to stop this practice.

What is HP Support Assistant?

HP Support Assistant is a utility designed to help users manage their HP PCs. It allows users to install drivers, verify system specifications, and check warranty status. While it is useful for managing an HP device, it has now become a channel for promoting Bing.

The Pop-Up Experience

While using an HP Spectre laptop, a premium device priced at $2,000, users have reported intrusive pop-ups from HP Support Assistant. These pop-ups encourage customers to set Bing as their default search engine and homepage. The message, titled “Search that gives back,” promotes Bing as a tool that supports causes users care about.

The pop-up pre-selects the option to “Make Bing my default search provider and homepage.” Clicking “Yes, let’s try it” installs a Bing extension in browsers like Google Chrome and Mozilla Firefox, altering the default search engine and homepage settings. Users can also select “Remind me later” or “Don’t show me this again.” However, even selecting the latter option does not seem to prevent the pop-ups from recurring.

Why Does HP Claim Bing “Gives Back”?

Bing users can earn MS Rewards points, which can be redeemed for subscriptions such as Xbox Game Pass or donated to nonprofits. The Rewards program supports causes like tree planting, which explains HP’s “Search to make an impact today” messaging. However, this is not automatic; users must actively join MS Rewards and opt in to the Give with Bing initiative.

It’s important to note that Bing remains a for-profit search engine, generating $13.88 billion in net advertising revenue in 2025. Simply using Bing does not directly support charitable causes. In contrast, search engines like Ecosia automatically support tree-planting initiatives by default.

For users who wish to avoid these pop-ups, removing the HP Support Assistant and ensuring it is not reinstalled via Windows Update is the only solution.

MS’s Double Standards: LG vs. HP

Recently, MS intervened when LG was criticized for bundling McAfee software with its Monitor App Installer. Users had the option to decline the McAfee installation, but the backlash led MS to work with LG to remove the pop-up entirely.

LG claimed that the McAfee installation was optional and required user consent. The company released a statement saying:

“LG Electronics reiterates that McAfee is not installed automatically and is never installed without the user’s explicit consent. The LG Monitor App Installer is distributed through MS’s official Windows distribution process, which included McAfee as an option. McAfee will be installed only if a user actively chooses to proceed with the installation and provides consent. Under no circumstances is McAfee installed automatically or without user authorization. The LG Monitor App Installer does not access, collect, or transmit any customer personal data.”

MS’s EVP of Windows and Devices, Pavan Davuluri, confirmed the intervention, stating:

“We’ve connected with the team at LG and, as an immediate next step, they have agreed to disable the McAfee pop-up from their app. We appreciate LG working with us toward a shared goal of a better experience for our mutual customers. We will keep improving here with our ecosystem partners.”

While MS’s swift action against LG was commendable, HP Support Assistant’s recurring Bing pop-ups remain unaddressed. This lack of action suggests a possible commercial arrangement between HP and MS. However, neither company has disclosed the terms of this partnership.

Conclusion

The Bing promotional push from HP Support Assistant is unlikely to be purely altruistic. Instead, it seems to be part of a broader commercial strategy. Until there is significant public backlash, this intrusive behavior may continue. If you find these pop-ups disruptive, uninstalling HP Support Assistant is currently the most effective solution.

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