page.title=Ads @jd:body <div id="qv-wrapper"> <div id="qv"> <h2>In This Document</h2> <ol> <li><a href="#content-maturity">Content and Maturity</a></li> <li><a href="#context">Context and Behavior</a></li> <li><a href="#disclosure" style="clear:right">Disclosure</a></li> <li><a href="#impersonation">Impersonation of System UI</a></li> <li><a href="#adwalls">Adwalls</a></li> <li><a href="#interfering" style="clear:right;">Interference with Ads and Websites</a></li> </ol> <h2>More Resources</h2> <ol> <li><a href="http://play.google.com/about/developer-content-policy.html" target="_policies">Developer Program Policies</a></li> <li><a href="http://www.android.com/us/developer-distribution-agreement.html#showlanguages" target="_policies">Developer Distribution Agreement</a></li> <li><a href="http://support.google.com/googleplay/android-developer/answer/188189" target="_policies">Maturity Ratings</a></p> </ol> </div> </div> <p> Google Play policies guide how you can use ads in your apps, to help ensure the best experience for users visiting and downloading apps from the store. </p> <p> In general, for the purposes of policy, the content of ads displayed by your app is considered part of your app. As an app developer, it is your responsibility to ensure that the content, context, and behavior of ads in your apps conforms to Google Play policies. </p> <p> Before you publish, make sure you understand Google Play ad policies and how to display ads in conformance with those policies. The sections below highlight best practices and common examples to help you avoid the most common types of policy violations. </p> <p> For more information about Google Play policies that apply to your apps and content, please see the <a href= "http://play.google.com/about/developer-content-policy.html" target= "_policies">Developer Program Policies</a> and <a href= "http://play.google.com/about/developer-distribution-agreement.html" target= "_policies">Developer Distribution Agreement</a>. </p> <h2 id="content-maturity">Content and Maturity</h2> <div class="example-block bad"> <div class="heading">Ad maturity exceeds app</div> <img src="{@docRoot}images/gp-policy-ads-maturity-violation.png"> </div> <p> From a policy perspective, ads shown in your app are part of your content and your app is responsible for any violations. If an ad shown in your app violates Google Play policies, your app may be suspended or your developer account terminated. </p> <p> For this reason, it's important for you to be be aware of what ads will be displayed in your app and to manage the ads content according to Google Play policies. Here are some guidelines: </p> <ul> <li> <strong>Ads must not violate Content Policy</strong>—Ads in your app must not violate the terms of Google Play’s Content Policy, including those concerning illegal activities, violence, sexually explicit content, or privacy violations. </li> <li> <strong>Ads maturity must be consistent with your app's maturity</strong>—Content shown in your ads must be consistent with the app’s maturity rating in Google Play. Especially, ads content should never exceed your app's maturity rating, even if the ads content by itself complies with general policies. </li> </ul> <p> In the example at right, the app's maturity rating is set to "Everyone", which is the lowest maturity level on Google Play. By choosing the "Everyone" maturity level, the developer is declaring that all of the content in the app, <em>including ads</em>, is suitable for all users regardless of age. </p> <p> The example app violates Google Play policies by displaying ad content with a higher maturity level—ad content showing gambling, profanity, user location, suggestive content, or content from another app with higher maturity exceeds the "Everyone" maturity rating. Because the ad's maturity is higher than the app's maturity level, the app itself is in violation of policy. To correct the problem, the developer must either restrict ads content to "Everyone" level or raise the app's maturity rating. </p> <p> For detailed information about how to choose the appropriate maturity level for your app, or to assess the maturity requirement of ads in your app, see <a href= "http://support.google.com/googleplay/android-developer/answer/188189" target="_policies">Rating your application content for Google Play</a>. </p> <h2 id="context">Context and Behavior</h2> <p> If your app displays ads, it should do so in ways that do not interrupt users, mislead them into clicking on ads, or make changes outside the app without the user's knowledge or consent. Here are some guidelines: </p> <ul> <li> <strong>Display your ads within your UI</strong>—If possible, display ads only within your app's UI. This leads to a better user experience and helps avoid policy violations </li> <li> <strong>Make sure app origin is clear</strong>—When you display an ad, it must be clear to the user that the ad has originated from your app. If you show the ad in your app's UI while your app has focus, the user understands the ad origin without explicit attribution. However, if you display the ad outside of your app, such as in a notification, you must explicitly indicate the origin. </li> <li> <strong>Don't make changes outside of the app without consent</strong> —Ads must not make changes outside of the app without the user's full knowledge and consent. For example, ads should not install shortcuts, bookmarks, or icons, or change default settings without user consent. </li> <li> <strong>Changes outside the app must be reversible</strong>—If an ad makes changes outside the app as described above, the changes (and origin app) must be evident and easily reversible. For example, the user must be able to locate and reverse the changes by adjusting settings, changing ad preferences in the app, or uninstalling the app altogether. </li> <li> <strong>Notification ads require user opt-in</strong>—Your app should not create <a href= "{@docRoot}design/patterns/notifications.html">notifications</a> containing ads unless the user has specifically opted-in to this behavior and is able to easily opt-out. </li> <li> <strong>Use low priority for notification ads</strong>—Always assign your notification ads <a href=" {@docRoot}reference/android/app/Notification.html#PRIORITY_LOW">low priority</a> (for API level 16 and above). </li> </ul> <div class="example-block bad" style="width:400px;margin:.5em 0 0 2em;"> <div class="heading">Does not fully indicate origin app</div> <img src="{@docRoot}images/gp-policy-ads-notif-attr-violation.png"> </div> <div class="example-block good" style="width:400px;margin:.5em 0 0 2em;"> <div class="heading">Indicates origin app by name and icon</div> <img src="{@docRoot}images/gp-policy-ads-notif-attr.png"> </div> <p> In particular, note that notification ads must clearly identify your app as the ad origin. If your app sends notification ads that do not sufficiently identify your app as the origin, the app will be in violation of policy. </p> <p> To identify your app as the origin, you should display the <strong>app's full name and and icon</strong> in the notification to provide the clearest identification and best policy compliance. Displaying a partial app name can also be sufficient, provided the name unambiguously identifies your app. </p> <p> Above right is an example notification ad that violates ad policy by not providing attribution of the origin app. Below right, the notification ads comply with policy by providing both the app icon and full app name (in this case, "Turtle Test"). </p> <h2 id="disclosure" style="clear:right">Disclosure of Ads to Users</h2> <p> It's important to sufficiently disclose to users how your app will use ads. You must make it easy for users to understand what ads will be shown in your app, where they will be shown, and what the associated behaviors are, if any. Further, you should ask for user consent and provide options for managing ads or opt-out. Here are some guidelines: </p> <ul> <li> <strong>Tell users about your ads</strong>—Create a simple, complete disclosure that tells users how your app uses ads, where the ads are shown, and how they can manage ad options. Take common-sense steps to make the disclosure as clear as possible. </li> <li> <strong>Make sure users know</strong>—Present your ads disclosure is an easy-to-see location, rather than hiding it where users are not likely to find it. </li> <li> <strong>Ask for consent (opt-in) at launch</strong>—Where possible, include your ads disclosure in the app description as well as in an Ads Terms, End User License Agreement (EULA), or similar document. Display the terms at first launch and ask for the user's consent before continuing to the app. </li> </ul> <p> A recommended approach is to provide an ads disclosure in an End-User License Agreement (EULA). The disclosure should be clear and succinct and displayed in a modal dialog that asks the user to agree to the terms before using the app. </p> <p> If your app adds homescreen icons and/or browser bookmarks, an acceptable practice for revealing that behavior is to provide a disclosure in both the app description and an opt-in EULA on app launch. This ensures that the behaviors are clearly explained to the user up-front and requires the user’s consent in a pop-up EULA to continue using the app. </p> <div class="example-block good" style="width:213px;margin-right:2em;"> <div class="heading">Disclosure in Terms</div> <img src="{@docRoot}images/gp-policy-ads-terms.png"> </div> <div class="example-block good" style="width:213px;"> <div class="heading">Disclosure in EULA</div> <img src="{@docRoot}images/gp-policy-ads-eula.png"> </div> <div class="example-block bad" style="width:213px;margin-left:0em;"> <div class="heading">Disclosure is hidden</div> <img src="{@docRoot}images/gp-policy-ads-eula-violation.png"> </div> <p style="clear:right"> Above left is an example of ads disclosure that is hidden in a long EULA. The disclosure information itself is not clearly indicated in the document text and it's not visible unless the user happens to scroll down far enough in the EULA. Above middle and right show two alternative approaches that present the disclosure in an obvious and clear manner at the top of a EULA and in a dedicated Terms agreement. </p> <h2 id="impersonation">Impersonation of System UI</h2> <div class="example-block bad"> <div class="heading">Ad impersonates system dialog</div> <img src="{@docRoot}images/gp-policy-ads-impersonate-violation.png"> </div> <p> Your app must not display any ad that attempts to impersonate or represent a system function or UI component. If such an ad is displayed in your app, your app will be in violation of policy and subject to suspension. Here are some guidelines: </p> <ul> <li> <strong>No fake system dialogs or warnings</strong>—Any ad that presents itself as a system dialog or warning and asks for user input is in violation of Google Play policies. </li> <li> <strong>No fake app updates</strong>—Ads should not impersonate system UI for app updates. </li> </ul> <p> At right is an example of a pop-up ad impersonating a system dialog, warning the user about viruses. This is a violation of policy. </p> <h2 id="adwalls">Adwalls</h2> <div class="example-block good" style="width:213px;"> <div class="heading">Adwall lets user cancel</div> <img src="{@docRoot}images/gp-policy-ads-paywall.png"> </div> <div class="example-block bad" style="width:213px;"> <div class="heading">Adwall forces user action</div> <img src="{@docRoot}images/gp-policy-ads-paywall-violation.png"> </div> <p> If your app uses adwalls to drive affiliate traffic, those adwalls must not force the user to click on ads or submit personal information for advertising purposes before using the app. </p> <p> Forcing a user action in an adwall is not only a poor user experience, it is a violation of Google Play policies. </p> <p> For this reason, <strong>all adwalls must give the user the option to cancel</strong> or otherwise dismiss the ad without penalty. </p> <p> At right is an example of an app that requires the user to click through the ad to fully use the app. This is a violation of policy. </p> <p> The adjacent example demonstrates an adequate option to let the user dismiss the ad wall easily by cancelling. </p> <h2 id="interfering" style="clear:right;">Interference with Third-party Ads and Websites</h2> <p> Ads associated with your app <strong>must not interfere</strong> with any other ads originating in other applications. </p>