diff --git a/src/app/server/CommissioningWindowManager.cpp b/src/app/server/CommissioningWindowManager.cpp
index d5d519581d568a..91a92c4dafd758 100644
--- a/src/app/server/CommissioningWindowManager.cpp
+++ b/src/app/server/CommissioningWindowManager.cpp
@@ -270,6 +270,11 @@ void CommissioningWindowManager::CloseCommissioningWindow()
 
 CHIP_ERROR CommissioningWindowManager::StartAdvertisement()
 {
+#if CHIP_ENABLE_ADDITIONAL_DATA_ADVERTISING
+    // notify device layer that advertisement is beginning (to do work such as increment rotating id)
+    DeviceLayer::ConfigurationMgr().NotifyOfAdvertisementStart();
+#endif
+
     if (mIsBLE)
     {
         ReturnErrorOnFailure(chip::DeviceLayer::ConnectivityMgr().SetBLEAdvertisingEnabled(true));
diff --git a/src/include/platform/ConfigurationManager.h b/src/include/platform/ConfigurationManager.h
index 28b044ee896e9b..a8977307b14aee 100644
--- a/src/include/platform/ConfigurationManager.h
+++ b/src/include/platform/ConfigurationManager.h
@@ -136,6 +136,13 @@ class ConfigurationManager
     virtual bool IsFullyProvisioned()   = 0;
     virtual void InitiateFactoryReset() = 0;
 
+    // Gets called when starting BLE/DNS-SD advertisement
+#if CHIP_ENABLE_ADDITIONAL_DATA_ADVERTISING
+    virtual void NotifyOfAdvertisementStart() {}
+#else
+    void NotifyOfAdvertisementStart() {}
+#endif
+
     virtual void LogDeviceConfig() = 0;
 
     virtual bool IsCommissionableDeviceTypeEnabled()                              = 0;
diff --git a/src/include/platform/internal/GenericConfigurationManagerImpl.cpp b/src/include/platform/internal/GenericConfigurationManagerImpl.cpp
index 72d5875abbe21e..e327da4cfd38d3 100644
--- a/src/include/platform/internal/GenericConfigurationManagerImpl.cpp
+++ b/src/include/platform/internal/GenericConfigurationManagerImpl.cpp
@@ -248,11 +248,16 @@ CHIP_ERROR GenericConfigurationManagerImpl<ConfigClass>::StoreManufacturingDate(
 
 template <class ConfigClass>
 void GenericConfigurationManagerImpl<ConfigClass>::InitiateFactoryReset()
+{}
+
+template <class ImplClass>
+void GenericConfigurationManagerImpl<ImplClass>::NotifyOfAdvertisementStart()
 {
 #if CHIP_ENABLE_ROTATING_DEVICE_ID
+    // Increment life time counter to protect against long-term tracking of rotating device ID.
     IncrementLifetimeCounter();
-#endif
     // Inheriting classes should call this method so the lifetime counter is updated if necessary.
+#endif
 }
 
 template <class ConfigClass>
diff --git a/src/include/platform/internal/GenericConfigurationManagerImpl.h b/src/include/platform/internal/GenericConfigurationManagerImpl.h
index 7fb9554ae0737c..e498eb0e60854e 100644
--- a/src/include/platform/internal/GenericConfigurationManagerImpl.h
+++ b/src/include/platform/internal/GenericConfigurationManagerImpl.h
@@ -113,6 +113,11 @@ class GenericConfigurationManagerImpl : public ConfigurationManager
     CHIP_ERROR RunUnitTests(void) override;
     bool IsFullyProvisioned() override;
     void InitiateFactoryReset() override;
+#if CHIP_ENABLE_ADDITIONAL_DATA_ADVERTISING
+    void NotifyOfAdvertisementStart() override;
+#else
+    void NotifyOfAdvertisementStart();
+#endif
     void LogDeviceConfig() override;
 
     virtual ~GenericConfigurationManagerImpl() = default;
diff --git a/src/platform/Zephyr/BLEManagerImpl.cpp b/src/platform/Zephyr/BLEManagerImpl.cpp
index f6f392ee1ceca7..c21134e33e5b83 100644
--- a/src/platform/Zephyr/BLEManagerImpl.cpp
+++ b/src/platform/Zephyr/BLEManagerImpl.cpp
@@ -359,11 +359,6 @@ CHIP_ERROR BLEManagerImpl::StopAdvertising(void)
 
         ChipLogProgress(DeviceLayer, "CHIPoBLE advertising stopped");
 
-#if CHIP_ENABLE_ADDITIONAL_DATA_ADVERTISING
-        // Increment life time counter to protect against long-term tracking of rotating device ID.
-        ReturnErrorOnFailure(ConfigurationMgr().IncrementLifetimeCounter());
-#endif
-
         // Post a CHIPoBLEAdvertisingChange(Stopped) event.
         {
             ChipDeviceEvent advChange;