Changes are coming to this article
This article will soon be updated to reflect changes included in our July 2022 policy updates.
The updated article will be renamed "Participate in the Families Self-Certified Ads SDK Program" and contains updated information regarding the acceptable use of self-certified ads SDKs. This policy change will be effective November 1, 2022.
To preview the updated "Participate in the Families Self-Certified Ads SDK Program" article, visit this page.
Google is focused on providing a great experience for families on Google Play and wants to help make sure that any ads served to children are appropriate and compliant with our policies. Review our ads and monetization policy in the Developer Policy Center.
If your app's target audience includes children and serves ads using an ad SDK, you must use one of the ad SDKs below. The following ad SDKs have self-certified their compliance with Play’s Families Ads Program requirements:
Apps that are in the Designed for Families program must use only certified ad SDKs and all ads served must be appropriate for all audiences. Apps that include children and adults in their target audience but are not in the Designed for Families program are allowed to use non-certified ad SDKs for serving ads only to users above the age of 13. For example, apps that have both audiences and are not in the Designed for Families program may implement a neutral age screen to be compliant. Apps that are not for children (for example, apps with content ratings of “T” or “MA”) or apps that do not serve ads to children are not required to use a certified ad SDK.
Note that it is your responsibility to ensure that any SDK you implement in your app is compliant with all applicable policies, local laws, and regulations. Google does not provide any representations or guarantees as to the accuracy of the information the ad SDKs provide during the self-certification process.
If Google becomes aware that an ad SDK is in violation of Play’s Families Ads Program requirements, the ad SDK will be removed from the list. It is recommended that app developers consult this page before publishing a new app or updating an app to confirm the certification status of the ad SDKs.
The use of certified ad SDKs is only required if you are using third-party ad SDKs in your app. The following are permitted without the requirement of certification, however, app publishers are responsible for all ads served in their apps. Ads must be appropriate for all users, and any data collection must be compliant with our data handling policies:
In-House Advertising, including cross promotion whereby app publishers use SDKs to manage cross promotion of their apps or other owned media and merchandising
Direct deals with advertisers and only using ad SDKs for inventory management
If you use solutions like real-time bidding, you must ensure that all ad creatives to be rendered are reviewed and rated before being delivered to users or that you only partner with certified ad sources (see list above).
In order for an ad SDK to be included on the list above, the ad SDK must self-certify that they are compliant with Play’s Families Ad Program policies and all applicable local laws and regulations. If you would like an ad SDK to be considered for this program, please share this interest form with them. Completion of this form does not guarantee that an ad SDK will be certified. Until an ad network has been added to this list, it will not be considered certified. Please be sure to check this list periodically for any change in certification status of the ad SDKs that you may be using.