Microsoft’s ongoing influence over users’ web browser choices has been brought to light once again in a recent study conducted by independent researchers Dr. Harry Brignull and Cennydd Bowles, published by Mozilla. This follow-up report, titled Over The Edge 2.0: Do Microsoft’s Design Tactics Still Compromise Free Browser Choice?, reveals that the company’s design strategies continue to steer users towards its Edge browser, extending even into new features like Copilot and the Windows Backup migration tool.
What the researchers tested
To explore these dynamics, Brignull and Bowles created eight virtual machines using Microsoft’s Hyper-V software, testing both Windows 10 and Windows 11 across four regions: the United States, the United Kingdom, India, and Germany. This diverse geographical approach aimed to eliminate geolocation as a variable while assessing user experience across different operating systems. Despite Microsoft ending support for Windows 10 in October 2025, the researchers noted that a significant number of users still operate on this version, making it essential to include in their analysis.
The researchers focused on three critical questions:
- Can users download and install a browser other than Edge without interference?
- Can they set that browser as their default without interference?
- Does Windows respect that choice going forward?
Using a taxonomy of manipulative design patterns adapted from previous studies, they scrutinized the user journey to identify any harmful practices that might inhibit free choice.
Findings across the browser journey
The findings were consistent across all regions tested: Microsoft does not allow users to download, set, or maintain an alternative browser as their default without encountering at least one harmful design pattern. For instance, searching for terms like “download Chrome” on Bing still leads to a promotional panel that favors Edge, pushing organic results further down the page. Additionally, downloading Chrome triggers a banner promoting Edge, which researchers deemed an unprecedented breach of normal browser behavior.
New insights emerged regarding the first-run setup of Windows 11. The interface prompts users to allow Edge to import data from other browsers, with the accept option prominently displayed while the decline option is less visible. This design choice contradicts Microsoft’s own guidelines on user interface design. Moreover, the researchers identified a potential “consent pipeline” that could provide Microsoft with extensive behavioral data through seemingly innocuous requests.
New ground: Copilot and the Windows 11 migration
Two noteworthy findings from the updated report include the behavior of Microsoft’s Copilot assistant and the Windows Backup tool. When users clicked links from Copilot while having an alternative browser set as default, those links opened in an Edge-based side panel, disregarding the user’s prior choice. This was classified as Forced Action, as it overrides explicit user instructions.
Additionally, when migrating from a Windows 10 machine with an alternative browser set as default to a new Windows 11 device, the backup process reset the default browser to Edge without user consent. This discrepancy between the promised functionality of Windows Backup and the actual outcome was attributed to Trick Wording, further complicating the user experience during a critical transition period.
Regional variation and the EU’s Digital Markets Act
The report highlights a clear regional disparity in user experiences. In Germany, which represents the European Economic Area, many of the harmful patterns observed in other regions were absent. This divergence is attributed to regulatory pressures, particularly from the EU’s Digital Markets Act, which has prompted Microsoft to adjust its practices in response to legal requirements. However, even in the EEA, some harmful patterns persisted, indicating that regulatory compliance does not entirely eliminate the influence of design tactics.
Why this matters for advertisers and publishers
For professionals in paid media, the browser a user employs is a critical factor that influences measurement and targeting systems. The default browser determines cookie policies, tracking prevention settings, and the AI assistants that mediate user interactions. Given that Windows operates on over a billion machines, the implications of Microsoft’s design choices on user behavior warrant careful consideration, especially during the transition from Windows 10 to Windows 11.
As AI assistants become more integrated into user experiences, the potential for self-preferencing behaviors similar to those seen in browser competition raises new questions about how these technologies might influence user choices and data collection practices.
Limitations the researchers acknowledge
The researchers acknowledge that their findings are subject to change due to the continuous evolution of software and Microsoft’s ability to modify user experiences remotely. They also note that Mozilla, as the report’s sponsor, has a vested interest in the outcomes, although the analysis remains independent. The scope of their research was limited to specific user journeys within Microsoft’s ecosystem, rather than a broader comparative analysis of competing operating systems.
What the researchers recommend
In light of their findings, the researchers urge Microsoft to eliminate the harmful design patterns identified in the report, advocating for regulatory enforcement not just in regions where it is mandated but globally. They emphasize the need for scrutiny of AI assistants as the lines between operating systems, browsers, and AI products continue to blur.
Timeline
- January 2024: Mozilla publishes the original Over The Edge report.
- October 14, 2025: Microsoft support for Windows 10 officially ends.
- March 31 to May 14, 2026: Researchers conduct testing for the updated report.
- May 5, 2026: Copilot testing is conducted.
- May 2026: Over The Edge 2.0 report is published.
Summary
Who: Dr. Harry Brignull and Cennydd Bowles, commissioned by Mozilla.
What: A follow-up study revealing ongoing manipulative design patterns by Microsoft.
When: Testing conducted in early 2026, report published in May 2026.
Where: Research covered Windows 10 and 11 across the US, UK, India, and Germany.
Why: Findings highlight the implications for advertisers and the need for regulatory scrutiny of browser choice manipulation.
