If you own an HP laptop and have been interrupted by a pop-up begging you to switch to Bing, you're not alone—and the “don't show me this again” button is apparently lying to you. A report published July 28 by Windows Latest details how HP Support Assistant, a preinstalled utility on HP Windows 11 PCs, is pushing a marketing campaign that bypasses user preferences and ignores opt-out requests. The pop-up not only asks to make Bing your default search engine and homepage but also tries to install a browser extension, with the option to accept preselected. When users click “Don't show me this again,” the prompt returns later, as if the choice never happened.
What's Actually on the Screen
The pop-up appears without warning—during a game, a presentation, or any other activity. The headline reads “Search that gives back,” and the main offer is to “Make Bing my default search provider and homepage.” That checkbox is already ticked. Below, three buttons give you a choice: “Yes, let's try it,” “Remind me later,” or “Don't show me this again.”
If you accept, the software opens Chrome and Firefox to install a Bing extension. In testing, browsers reportedly blocked the automatic change of the default search engine, prompting a new tab with manual instructions—a safeguard built into modern browsers. But the real sting is that rejection doesn't stick. Windows Latest's reporter says they selected “Don't show me this again” multiple times, only to have the pop-up reappear.
The intrusiveness is compounded by the fact that this is a support utility, not an ad platform. It runs in the background with elevated privileges and can overlay full-screen applications. For someone who just paid for a $2,000 HP Spectre, as in the reporter's case, the experience feels less like assistance and more like harassment.
Why “Don't Show Me Again” Fails
For a utility that handles driver and firmware updates, failing to save a simple preference is either a defect or a deliberate design choice. The “Don't show me this again” option should be a one-way door—a permanent refusal. Instead, it seems to act as a temporary snooze, resetting after app updates or system reboots. That undermines trust in the entire application. If HP Support Assistant can't be trusted to respect a clear opt-out, how can you trust its update notifications or security alerts?
This isn't a minor glitch. A support tool that ignores a user's explicit instruction crosses a line from helpful to hostile. And because the app runs with elevated privileges and pops up over full-screen activities, it can feel as intrusive as malware. The only reasonable explanations are poor design, a bug, or—more troubling—an intentional campaign that cycles through different variations of the promotion, each triggering its own dismissal rule.
The “Gives Back” Claim Needs a Closer Look
The campaign leans on Microsoft's Give with Bing program, which lets you donate Microsoft Rewards points earned through Bing searches to nonprofits. It's a real program, but it's not automatic. To actually contribute, you must:
- Join Microsoft Rewards.
- Opt into Give with Bing.
- Earn points through eligible searches.
- Select a nonprofit to receive donations.
The pop-up's phrasing—“Search that gives back”—suggests a direct link between searching and charity. In reality, without multiple opt-ins and active point earning, your searches aren't sending money anywhere. The charitable angle is used as a feel-good wrapper for a commercial campaign: Bing's search advertising business generated billions in revenue last year (Windows Latest cites a $13.88 billion net ad revenue figure for 2025). While donating points is a nice option, the primary goal here is to drive Bing usage and lock in default settings on HP's hardware.
Microsoft Steps In for LG, Stays Silent for HP
Just days before this story broke, Microsoft intervened when LG's monitor software offered McAfee antivirus as an optional install. After user backlash, Microsoft's Executive Vice President of Windows and Devices, Pavan Davuluri, announced that LG had agreed to disable the pop-up, calling it “an immediate next step.” That swift action set a precedent: OEM utilities should not abuse their preinstalled status to push unrelated products.
Now, HP is doing something similar with Bing—a Microsoft product. The silence from Redmond is conspicuous. If Microsoft really wants a clean, trustworthy Windows 11 experience, it can't hold app developers and hardware partners to one standard while letting its own services slide. The LG episode proved that Microsoft has the leverage to demand changes; not using it here looks like favoritism.
What You Can Do Right Now
If you own an HP laptop and want to stop the interruptions, you have options—from gentle tweaks to full removal. Here's a practical guide.
1. Check HP Support Assistant's Settings
Open the app and look for notification, recommendation, or promotional toggles. Turn off anything that isn't strictly about drivers, firmware, or warranty updates. Exact labels vary by version, but any setting that mentions offers, tips, or “enhanced experience” is likely a culprit. A checkbox like “Show recommendations” or “Enable product tips” should be cleared.
2. Disable or Delay Non‑Critical Notifications
If the app lacks a dedicated marketing toggle, try disabling all notifications from it. In Windows 11, go to Settings > System > Notifications, find “HP Support Assistant” in the list, and toggle off notifications. This is a blunt tool—you might miss important driver alerts—but it stops the pop-ups immediately.
3. Uninstall HP Support Assistant Entirely
The nuclear option. Head to Settings > Apps > Installed apps, find “HP Support Assistant,” click the three‑dot menu, and select Uninstall. Microsoft's own documentation describes this as the standard removal path. Keep in mind you'll lose automatic driver updates and easy access to warranty info. However, HP provides driver downloads and warranty checks on its website without the app.
If the app later reappears through Windows Update, you can use the Microsoft Show or Hide Updates tool to block its reinstallation. Search for “wushowhide” on Microsoft's support site to download and run it.
4. Secure Your Browser Settings
Even if you've never clicked “Yes,” it's worth verifying your browser's state. In Chrome, Firefox, or Edge:
- Open the Extensions or Add‑ons manager and remove anything you don't recognize, especially a Bing extension.
- Check your default search engine in the browser settings.
- Confirm your homepage and new tab page haven't been changed.
5. Lock Down Windows Defaults
Windows 11 includes a Default apps page that lets you set your preferred browser and other app associations. You can open it directly by running ms-settings:defaultapps in the Run dialog (Windows key + R). This ensures no leftover system‑level changes point to an unwanted search provider.
Is HP Support Assistant Worth Keeping?
HP Support Assistant isn't pure bloatware. It centralizes BIOS updates, driver patches, diagnostics, and warranty look‑ups—tasks that can be intimidating for less technical users. For many, it's a convenient one‑stop shop that justifies its existence.
The problem is the betrayal of that convenience. When a tool you rely on for system health suddenly becomes an ad platform, the value proposition collapses. The persistent Bing promos force every user to weigh whether the utility's benefits outweigh the constant nagging. For a growing number of HP owners, the answer is no.
And for businesses, this becomes a support headache. IT admins may need to script removal or block the app through policy to prevent user confusion and potential browser hijacking claims.
The Outlook: Will Anything Change?
The contrast with LG's McAfee pop‑up should put pressure on both HP and Microsoft. HP risks alienating customers who paid a premium for a PC that's now serving as an advertising billboard. Microsoft's silence risks the credibility of its entire Windows ecosystem—if partners see that only third‑party promotions get shut down, the platform's reputation for user‑first experiences erodes.
A simple, industry‑standard fix is within reach: make promotional offers strictly opt‑in, never pre‑checked, confined to a dedicated section of the app, and always respect a permanent dismissal. Until that happens, HP laptop owners have every reason to treat their support tool with suspicion.
For now, the “Don't show me this again” button is just another empty promise. Users deserve better.