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Help I'm getting these annoying ads on my phone

The first image clearly showed an ad on my home page.

OK, it was late I didn't double click it. I see now.

Some sort of mal/aware is sticking links to your homepage. Can you remember when this started and what you had installed/web sites youngsters visited before it first started? Download the free version of AVG from the Play Store, it should find your rogue app. The thing is you must have granted permission for something that has unforeseen consequences, have you opened a Blue tooth file your not sure where it came from? Sideloaded any apps from third party websites? Even free versions of paid for apps in the Play Store can do rogue things.
 
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My partners dad had a similar problem on his Note 10.1 tablet, ads were appearing on the homescreen when he unlocked the screen, sometimes an ad appeared in the notification tray.

I couldn't see any offending apps but, I downloaded AVG (the free version) from the Play Store and did a scan. It found 1 malware app which wasn't showing in his list of apps (although was acknowledged as being on the phone on the Play Store). I uninstalled it via AVG and he hasnt had any problems since.
 
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I'm positive that it's being caused by an app you installed:

This article mentioned ads showing up on homescreen and icons that look like apps, that are actually ads. It mentions similar things to try that people have mentioned above already, but it's worth a read:
Sneaky Mobile Ads Invade Android Phones | TechHive

What I would try personally is, backup all the apps you currently have installed and then remove each app one by one, until I've determined the culprit. If the ads remain, after uninstalling all apps, hard reset.
 
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Something you've installed is allowing *ads* to automatically install to your home screen. This doesn't automatically qualify it as malware.

If I were you I'd start uninstalling the last installed app- going backwards.

More times than not AVG or similar apps won't find the app since it's not doing anything malicious- It's just being a PITA with the ads.

It's been my misfortune to get this from 3rd party dialers or msg apps which I quickly uninstall the minute I get an ad.
 
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