The new rules for Google Play, will come into effect at different times: some will start as early as August, others in September and November. All new and existing apps will receive a grace period of at least 30 days from July 27, 2022.

Under the new rules, it will be forbidden to show

  • Full-screen interstitial ads of all formats (video, GIF, static, etc.) that show unexpectedly, typically when the user has chosen to do something else, are not allowed.
    • Ads that appear during gameplay at the beginning of a level or during the beginning of a content segment are not allowed.
    • Full-screen video interstitial ads that appear before an app’s loading screen (splash screen) are not allowed.
  • Full-screen interstitial ads of all formats that are not closeable after 15 seconds are not allowed. Opt-in full-screen interstitials or full-screen interstitials that do not interrupt users in their actions (for example, after the score screen in a game app) may persist more than 15 seconds.

This policy does not apply to rewarded ads which are explicitly opted-in by users (for example, an ad that developers explicitly offer a user to watch in exchange for unlocking a specific game feature or a piece of content). This policy also does not apply to monetization and advertising that does not interfere with normal app use or game play (for example, video content with integrated ads, and non-full screen banner ads).

Misrepresentation

  • Publishing apps whose icons and names falsely suggest a connection with another company or developer will be forbidden. For example, state emblems and third-party logos may not be used in the branding.
  • It will not be allowed to publish apps whose names and icons are confusingly similar to those of other apps. For example, no third-party logos, names, or images will be allowed in badges.
  • It will not be allowed to misrepresent the app as a product of another company and to use names like “Officially by…” and “From…”.

VPN service

Only apps that use the VPNService and have VPN as their core functionality can create a secure device-level tunnel to a remote server. Exceptions include apps that require a remote server for core functionality such as:

  • Parental control and enterprise management apps.
  • App usage tracking.
  • Device security apps (for example, anti-virus, mobile device management, firewall).
  • Network-related tools (for example, remote access).
  • Web browsing apps.
  • Carrier apps that require the use of VPN functionality to provide telephony or connectivity services.

Impersonation

Applications that mislead users by impersonating another person (e.g. another developer, company, or organisation) or another application, when in fact they are not related to them, are prohibited. Do not use icons, descriptions, names, or other elements that could make users mistakenly believe your app is associated with another person or app.

Advertising and monetisation

If you monetize an app on Google Play for children, it must meet the following advertising and monetization requirements.

These requirements apply to any monetisation and advertising of your app and third-party apps, cross-promotion, in-app purchases and other commercial content (such as product placement). None of the above must also violate applicable laws and regulations, including corporate and industry regulations.

The Google Play team reserves the right to reject, remove or block applications that overly offer paid content.

Format requirements

The monetisation and advertising in your app must not contain misleading content or elements that may lead to accidental clicks by child users.

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