Google regularly updates the policy on its PlayStore from time to time. Most of these updates are either in response to new regulations or to increase the privacy of the store. Google Play Store recently released new regulations to restrict full-screen ads in apps. According to reports, the new policy will take effect on September 30, 2022. The company’s announcement reveals that the new rules will ban the following forms of advertising:
- Full screen interstitial ads of all formats (video, GIF, static etc.) that show unexpectedly, typically when the user has chosen to do something else
- Ads that appear during gameplay at the beginning of a level or during the beginning of a content segment
- Full screen video interstitial ads that appear before an app’s loading screen (splash screen).
- Full screen interstitial ads of all formats that are not closeable after 15 seconds
- However, opt-in full-screen ads or full-screen ads that do not interrupt users in their actions (for example, after the score screen in a game app) may persist for more than 15 seconds
Google says this policy does not apply to rewarded ads that users have explicitly opted in to (for example, ads that the developer expressly offers users to watch in exchange for unlocking specific game features or content). This policy also does not apply to monetization and advertising that does not interfere with normal app usage or game play (eg, video content with integrated ads, non-fullscreen banner ads).
Starting from September 30, developers will also be required to include a directly accessible method in the app to manage or cancel subscriptions. For the full new regulations, click here to view Google’s announcement.
Here are some examples of common violations:
- Sudden static ad appears during game play at the beginning of a level
- Sudden video ad appears during the beginning of a content segment