Thanks for the answer.
That's simply just not good enough. As a paying customer, I should have the possibility to turn this off and oh yes, it's ads, no way around it. Turning off update popups completely is not an option, I still want to know when my Avast was updated.
I can understand this being part of the free product, but as a paying Internet Security customer, this is simply not acceptable.
If Avast doesn't change this, I'm going to claim a refund for my IS license and I will find another premium anti-virus product, it's that simple.