App ad requirements
When reviewing app ads, we look at a variety of elements, such as the ad, the developer name or app title, the app icon, the app installation page, and the app itself for compliance with our policies.
Note that the Google Play Store might exclude certain apps from being promoted within the store, even though the app continues to be available. App promotion ads for such apps may not serve within the Google Play Store.
Related policies and common disapprovals
The following AdWords policies are especially relevant to app ads and are often associated with disapprovals.
Compliant app installation page and app metadata
The installation page for an app must comply with our advertising policies because application metadata can be used in the ad during serving.
Due to the nuanced nature of app binary versioning, we might require that multiple versions of an app are policy compliant in order to allow ads for that app to run. This is because app stores can allow multiple versions of an app to be published at the same time for different devices, and app engagement ads can work with multiple versions of the same app.
App violates policyIf your app is disapproved, follow the instructions in the Destination requirements policy to fix your app and get your ads running again.
Adult contentTo keep ads relevant and safe for users, Google restricts adult content in certain circumstances. See the Adult content policy for more information. App ads can’t contain any adult-oriented content.
For app ads, the app title and developer name is sometimes used in the ad text and needs to comply with our Editorial policies, such as Capitalization, Punctuation, and Style and spelling.
For deep link ads, ensure that you have set up your deep link URL correctly. We currently don’t support third-party tracking links for app engagement ads. For App promotion ads, ensure that any third-party tracking redirects take the user to the correct app on the correct store. Apps can’t be promoted in places where the application is not available for download. See the full Destination requirements policy for more information.
Ensure that your app complies with our Misleading Content policy. Be clear about the content and functionality of your app and any prerequisites that your app might have, such as other apps, peripheral devices, or sensors. Prerequisite apps must be available in the appropriate app store and compliant with our policies.
Apps must comply with Google's Unwanted Software policy. This includes device hardware and network usage that could be deemed harmful or unexpected.
Apps must comply with our Destination experience policy. For example, we don’t allow sign-in barriers during an ad interaction to access promoted content. If your app requires sign-in or activation, ensure that after a user has completed this during first use, the app does not prompt for sign-in or activation during an ad interaction.
Google may remove ads in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, app icon, app title, and developer name. For more information, please visit our Trademark policy page.
Universal links and app linksIf your ad destination uses universal links or app links, make sure both the web and the app destinations are compliant with our policies.