How this 'pop-up' on Windows laptops and PCs may again lead to Google vs Microsoft tussle

Microsoft is once again attempting to automatically import Google Chrome users' data into its Edge browser through a new popup that appears during PC startup, The Verge reports.

The latest update causes Edge to launch automatically and display a prompt offering to "enhance your browsing experience" with the option to import Chrome data pre-selected by default. Microsoft confirmed this behaviour to The Verge, describing it as "a notification giving people the choice to import data from other browsers."

The popup features a prominent blue "confirm and continue" button, while the option to decline is limited to a small "X" button that blends with the background design. If users accept, Edge will continuously import their Chrome tabs, history, and bookmarks, even when Chrome remains the default browser.

This aggressive tactic follows similar controversial moves by Microsoft earlier this year when Edge automatically imported Chrome tabs without user consent. After facing criticism, Microsoft quietly addressed that issue in an update, only to introduce this new method months later.

The strategy is part of Microsoft's ongoing campaign to increase Edge adoption, The Verge notes. Previous tactics included blocking third-party tools that redirect Edge links to other browsers, making it difficult to change default browsers in Windows 11, and displaying warning messages when users attempt to download Chrome.

Despite these efforts, Edge's market growth remains slow. The browser's forceful promotion has drawn criticism from consumer advocacy groups and other browser makers, who have called for increased regulatory oversight of Microsoft's practices.

Users can disable the automatic startup behaviour, but doing so requires launching Edge and navigating through multiple settings, even if they've never used the browser before.