If you use a Xiaomi smartphone, then you’ll agree the adverts on the MIUI interface are quite rampant and sometimes annoying. The issue has even made some fans to refer to MIUI as ADUI in a cheeky way. Users of the Mi A1, Mi A2, Redmi Go which run stock Android don’t encounter such issues. But then, we’re certain Xiaomi won’t be letting go of the MIUI ROM anytime soon especially as it is a major revenue spinner for the company which calls itself an internet giant and not just a smartphone manufacturer.

Xiaomi has already promised to rectify the ad placements on the MIUI ROM and it seems something tangible has been achieved. Xiaomi Product Director and MIUI Experience General Manager @MIUI Xiaofan today posted a letter to MIUI fans on Weibo where he reeled out the progress made so far. He hinted that Xiaomi has started the process of rectifying the ad placements on MIUI. According to him, a lot of the advertising spaces have already been dropped and more would be removed within the next two months.

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He also hinted that the MIUI team now strongly resist vulgar ad contents and have begun rectifying all such contents that are in the mix already. All adverts will also be strictly regulated from henceforth with heavy sanctions for violations. He gave a timeframe of two to three months for the revamp to be completed.

Earlier, Bai Peng, general manager of Xiaomi Internet Business Department had stated in an interview that more advertising space usually meant more money but the company would show restraint by reducing the number of ads on the custom ROM in order to improve the user experience and encourage more persons to use MIUI. Xiaomi will now focus on improving the efficiency of each advertising space and accurately push the advertisements to users through algorithms.

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MIUI is one of the world’s popular ROMs, and it is found inside all the Xiaomi smartphones that are sold globally. The ROM has been praised for its simple design and features, however, it also gets a fair share of criticisms, especially about the advertising policy of the company inside MIUI. If you have ever used the UI, you would notice that there are advertisements displayed in the interface. In fact, the company’s UI has been often criticized in China for putting advertisements everywhere, and some even calling it the ADUI. Yesterday evening, when Xiaomi CEO’s Lei Jun was live, a couple of questions about MIUI’s advertising issues were raised. At that time, he revealed his views regarding this issue.

According to Lei Jun, users don’t usually hate advertising, rather, they hate the “annoying” kind of ads. This is similar to what some of the Xiaomi employees had to say about this topic earlier. Also, to be honest, we have to understand that Xiaomi makes little money from selling its smartphones, so it tries to make it up via other channels like ads in MIUI. However, Lei Jun further added that the new version of MIUI comes with a lot less ads, and if you think they are annoying, you can report it to the company.

We will have to wait and see whether the company has reduced the ads on the new MIUI 8 version. It comes with a lot of new features, most of which are listed in detail in this article. The ROM is currently in open beta and soon will be released to most Xiaomi smartphones.

Do you think the ads in MIUI are annoying?

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