Xiaomi smartphone owners often face intrusive marketing that is built deep into MIUI 12. It's not just in-app banners, but a complex ecosystem that includes recommendations in folders, pop-ups in standard utilities and personalized advertising in system interfaces. MIUI monetizes budget models, so users are forced to find ways to clean the interface themselves. Fortunately, most ad mechanisms can be deactivated without obtaining root rights and flashing the device.
The deactivation process requires sequential action across multiple settings. It is important to understand that switching a toggle in one menu will not be complete. MSA (MIUI System Ads) is the primary process for displaying ads, but it is closely linked to other system services such as miuiDaemon and Analytics. Ignoring any component will cause banner ads to reappear after a while.
In this article, we will break down a detailed algorithm for disabling all known sources of marketing content in the MIUI 12 shell. We will touch not only on standard privacy settings, but also on less obvious items in the special features and security menu. A critical step is to unauthorize the MSA service on the first try, since the system often mimics a connection error. Following the instructions below, you will be able to turn your smartphone into a device with a clean interface close to the Android stock.
Disabling MSA Service and System Recommendations
The centerpiece of Xiaomi’s advertising system is the MSA (MIUI Ads) process, which is responsible for loading and displaying most banners in system applications. To turn it off, you need to go to the password and security settings menu, where you hide the management of authorization for system services. The path to the desired partition can vary depending on the regional version of the firmware, but the logic remains the same.
Go to Settings → Passwords and Security → Access to Personal Data. In the list that opens, find msa and turn off the switch. The system will issue a warning that some functions may stop working, and start a countdown of 10 seconds. After the time has expired, click the “Cancel” button. Often the first time a network error message appears is a standard behavior, the procedure must be repeated 3-5 times before a successful shutdown.
In parallel with the MSA, it is recommended to limit the work of the Analytics service, which collects data about the use of the device for advertising targeting, located along the Settings path → Passwords and security → Privacy → Use and diagnosis. Here you need to deactivate the Send Usage Data switch. This action will prevent the transmission of statistics about your actions to the manufacturer’s servers.
Importantly, after the MSA authorization is revoked, banner ads may disappear within 24 hours, and in some cases, you need to reboot the device to apply the changes. If the ads in the folders or interface remain a day later, check if the service is activated again, and repeat the recall procedure.
⚠️ Note: When withdrawing authorization MSA The Horizon widget or the news feed to the left of the desktop may temporarily stop working, which is normal behavior, since these components are tied to the same services.
Set up standard applications: Security and Downloads
Xiaomi’s built-in utilities are one of the main channels for distributing advertising content. The Security app is particularly aggressive in promoting third-party games and memory cleaners. To stop this flow, you need to change the internal settings of the application itself. Open Security → Settings (cogs) and find the “Get recommendations” section.
Inside the security settings menu, you need to turn off all the switches associated with recommendations, usually several: "Receive recommendations", "Receive notifications" and "Automatic cleaning", disabling the last item will not only remove advertising, but also prevent the system from cleaning the cache without your knowledge, which in some cases can positively affect autonomy.
The second source of pop-ups is the Downloads app. It often shows ads for recommended files or apps after downloading an apk file. To turn off, go to the Downloads app, click three dots in the corner, and select Settings → About → Settings → Show recommended content. Put the switch to an inactive state.
- 🛑 In the Security app, turn off virus notifications if they lead to antivirus installation pages.
- 📂 In the “Conductor” find the settings and remove the tick from the “Receive recommendations” item to clear the interface from the news feed.
- 🔒 Task Manager (memory cleaning) may also have a hidden recommendation setting that is worth checking.
☑️ Verification of system applications
Desktop cleaning and Mi themes
The MIUI shell integrates ads directly into the launcher and theme store. If you notice advertising icons or banners on your desktop, it most likely activates the Recommended feature. It stirs ad apps into folders or into the free space of the screen. To combat this, pinch the empty space on your desktop or use a pinch with two fingers to go into editing mode.
Click on the gear icon (Settings) in the bottom or top corner of the screen. Find the Recommended (or Get Recommendations) item and turn it off. This action will remove the ad shortcuts from the folders and prevent them from appearing in the future. It's also worth checking the settings of the Theme itself. Open the Themes app, go to the profile and select Settings. Here you need to disable the items "Show Ads", "Personal Recommendations" and "Automatic Update" (if you don't need to).
The lock screen deserves special attention. Horizon magazine often displays news articles and advertising blocks instead of static wallpaper. To return normal wallpaper, go to Settings → Always on screen and Lock screen → Wallpaper carousel and turn off this feature. Select a static image from the gallery.
After making changes to the theme and desktop settings, it is recommended to completely close the Themes app through Task Manager and restart the smartphone.This ensures that the cached banner ads are removed from memory and the interface is updated.
⚠️ Warning: Disabling recommendations in topics may cause the theme store to stop offering new free themes automatically.
Blocking Advertising through DNS (Private DNS)
One of the most effective ways to combat ads in apps and browsers is to use the DNS over TLS protocol, which requires no third-party software installation and works at the network connection level, and it redirects requests to ad servers to an empty address, blocking banner loads.
To set up, go to Settings → Connection and Sharing → Private DNS. The default value is “Auto.” Select “DNS Host Name” (or “Manual”) and enter the address: dns.adguard.com. Once saved, the phone can lose its connection to the Internet for a second, and then restore it with active protection.
This method blocks ads in many games, free apps and browsers, but it is worth considering that some applications may stop working correctly if their functionality is tied to advertising SDKs, which are also blocked, in which case the DNS can be temporarily switched back to Auto or Off.
dns.adguard.comWhat if the internet is gone after the DNS change?
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Use of private use DNS It also increases privacy, as the provider does not see which domains you visit, only visible. IP-server address DNS.
Comparison of Ad Blocking Methods
There are many ways to get rid of intrusive marketing, but they vary in complexity and effectiveness: some methods require only changing the settings, others require installing additional software. Below is a table that helps you choose the best strategy for your use case.
| Method | Difficulty | Efficiency | Impact on the system |
|---|---|---|---|
| MSA shutdown | Low. | High (systemic advertising) | Minimum |
| Private DNS | Low. | Medium (browsers, applications) | It can slow down some websites. |
| Set-up of applications | Medium | High (inside utility) | Absent. |
| ADB team | Tall. | Maximum | Risk of error in removal |
The most secure and recommended way for the average user is to switch off the combination. MSA and settings of the Private DNS. This covers 90% of the time that ads appear without the need for deep intervention. ADB-commands to remove system packages are recommended only for advanced users, as the error can lead to a cyclic reboot (bootloop).
If you decide to use more radical methods, such as uninstalling apps via your computer, be sure to make a full backup of the data.Removing critical MIUI components can disrupt your phone, calls or messages.
Advanced customization through ADB (for experienced)
For those who want to achieve perfect system cleanliness, there is a method of using debugging by USB tool ADB (Android Debug Bridge. This method allows you to delete or freeze system applications that cannot be disabled through the standard menu, USB-cable and installed drivers ADB.
First, activate Developer Mode: seven times click on the build number in the About Phone menu. Then turn on "Debugging by USB" in the Additional → For developers menu. Connect your phone to your PC, run the command prompt, and type in the command to check the connection: adb devices. The phone screen will see a request for debugging permission, which you need to confirm.
The following commands can be used to remove advertising components, such as deleting the analytics package:
adb shell pm uninstall -k --user 0 com.miui.analyticsYou can also remove the theme store (com.xiaomi.mipicks) and other services. However, be careful: removing the MSA (com.miui.msa.global) via ADB can be redundant if you have already revoked authorization, but sometimes it helps if the standard method does not work.
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Using ADB gives you maximum control, but requires care. Only remove those packets that you are sure of assigning to 1--WIDGET:keypoint
⚠️ Note: Removal of system components through ADB It is not a reversible simple way. To return a remote application, you will need to completely reset your settings to the factory (Wipe Data).