Why do you not want to update? Not only is 28 no longer secure, it no longer has support for the latest web standard.

As clearly stated, I am "fully aware" of security risks and have "NO WISH" (note: uppercase) to upgrade. I may upgrade to FF29/30 eventually and eliminate the "apparent" problem, depending on non-software factors; we'll see. Regardless, the reasons are (a) irrelevant to the question asked, (b) off-topic, and (c) exclusively my business.

Let's get back on-topic. Here's the real issue: the persistence of this popup makes this less a banal problem of "software upgrade" and raises the stakes to a much more serious problem of "uncommanded execution" of tasks. Notice (above) how I called the update the "apparent" problem: it looks like the real problem, but actually it's not. The real problem is the uncommanded execution of tasks, in defiance of explicit instructions to the contrary -- ie. FF updates deliberately turned off.

We all know that software upgrades/ updates are routine. But when software repeatedly executes tasks is has been explicity commanded not to execute, then it's time to step in and regain control. That is why users get annoyed with such popups: not because they offer an activity devoid of any value or merit, but because that activity -- worthwhile or not -- is occurring outside of their authority and control.

And that is why pushing the merits of FF30 will never satisfy a question of this type: upgrading doesn't address the real problem, namely uncommanded activity. Therefore any robust solution will avoid instructing the user how to surrender to the software's wishes, and instead show how to ensure that the software obeys the user.

Lose the attitude, ok? The people would love to help you. The setting is located in the Advanced menu accessible by clicking the Firefox button, go to Options | Options | Advanced and in the Update tab, checkmark the option "Never look for updates".

Thanks. But that option isn't stopping the problem from occurring... as I said before, I already tried that. Thanks anyway. Suspect that's because it already has the update downloaded and it's being triggered by being there. Looked inside FF updates folder and discovered a folder with alphanumeric name, "E7CF176E110C211B". Found that by deleting that whole folder (entire contents of the update folder) the problem was solved. c:/users/<username>/AppData/Local/Mozilla/updates