A new day is coming for your Android apps. Google is implementing new Play Store rules for developers as it tries to eradicate intrusive ads, impersonators, and VPNService abuse.
The big changes are being rolled out step by step (opens in new tab) with the first rule coming into effect on August 31 and completed by July 31, 2023. Reading through the rules, it seems that some developers on the Play Store got away with ill-mannered practices, but Google gives them plenty of time to clean up their act. The Play Store also clarifies the language of several policies, as it addresses the wrong information.
New rules
As of August 31, apps can no longer pretend to be another developer/company, nor can an app falsely imply that it is related to something else. Google gives the example of the RSS News Aggregator app created by Google Developer (opens in new tab). This is an impersonator because first-party apps in the Play Store are listed under Google LLC. The developers tried to use the name of Google to sell their product.
Google also refers to the YouTube Aggregator app with the official YouTube logo. This gives the wrong impression that YouTube Aggregator is an official app, when it is not. Frankly, it’s surprising that this file ads rule was introduced not long ago, but better late than never.
As of September 30, ‘full screen interstitial ads’ will no longer be able to run randomly. Ads are still allowed; they just can’t pop-up in the middle of a game (opens in new tab) or as you are scroll through a product description (opens in new tab). And when full-screen ads appear, they should be able to close after 15 seconds. Speaking from personal experience, this is a great change, because nothing breaks a game faster than an annoying 30 second ad that you can’t skip. Apps must also be on September 30th explain how to manage or cancel a subscription service. Developers can no longer hide the cancellation process in a labyrinth of menus.
VPN clarity
Google is also tightening rules for apps that use a VPN (virtual private network) as their core function. Apparently developers abused Google’s VPNService to collect user data or manipulate traffic through advertisements. From November 1, VPNService can only be used for parental controls, web browsing and device security apps, among other things.
And on July 31, 2023, Google will restrict the exact alarm permission so that it can only be used for alarm and calendar apps. According to Mishaal Rahman, Senior Technical Editor for Esper, this limitation will also improve battery life. He explains that if too many apps schedule alarms at different times, the phone’s battery can quickly drain. Prioritizing apps whose main function is an alarm resolves this conflict.
Google has also updated many different policies to combat misinformation and keep things appropriate for an app’s user base. There are so many changes that we can’t cover everything, so here are some of the most important.
Descriptions, screenshots, and titles should accurately reflect what the app does. For example, developers cannot promote their puzzle games app with action-oriented graphics to make it more exciting. Ads should now match the rating of the app. Ads for an adult app cannot be placed in a video game suitable for teens. Harmful medical misinformation will also be enforced more strictly. This includes misleading vaccine claims and the sale of prescription drugs without a prescription.
Again, it’s surprising that these changes weren’t made sooner, but cleaning up the Play Store is always a win in our books.
Speaking of the Google Play Store, the platform recently celebrated its 10th anniversary and Philip Berne of TechRadar listed the 10 apps which he held onto all these years.