Microsoft has introduced a new Windows prompt designed to discourage users from downloading Google Chrome, marking the latest move in an ongoing effort by major tech companies to keep users within their own browser ecosystems.
When Windows users attempt to download Chrome using Microsoft Edge, they may now see a banner at the top of the page promoting Edge as the safer option. Rather than focusing on direct comparisons between browsers, the message highlights security and protection features, positioning Edge as an “all-in-one” solution.
Microsoft describes Edge as offering private browsing, password monitoring and built-in protection against online threats. Notably, the company’s usual emphasis on Edge being built on the same Chromium foundation as Chrome is absent from this latest messaging. Instead, the focus remains firmly on safety.
The update also directs users to a newly launched Online Safety page on Microsoft’s website via a “Browse securely now” button, reinforcing the security-led narrative.
This approach mirrors similar strategies seen across the tech industry, where companies increasingly promote privacy and protection as a way to retain users within their platforms. Apple has employed comparable messaging in its ongoing Safari versus Chrome campaigns, often centring on tracking and fingerprinting concerns.
The move has drawn criticism from industry groups. The Browser Choice Alliance, which includes Google Chrome among its members, said Microsoft is using misleading security claims to influence user behaviour. The group argues that Microsoft should prioritise consumer choice rather than repackaging persistent pop-ups with new messaging that undermines competing browsers.
Microsoft has previously experimented with different ways to promote Edge, but this latest shift suggests a renewed emphasis on security as the primary argument against switching browsers.
thetechtrident.com 