Prepare your app for review

The App content page is where you provide and manage the information we need to ensure that your app is safe for its intended users, is compliant with Google Play Policies, and satisfies legal requirements.

You can use the App content page to: 

  • Add your privacy policy to share how you treat sensitive user and device data. 
  • Declare whether or not your app contains ads.
  • Provide and manage instructions on how to access restricted parts of your app.
  • Provide details about your app's target audience and content.
  • Describe how you intend to use any high-risk or sensitive permissions such as SMS / Call Log permissions.
  • Receive content ratings from official rating authorities.

Provide app information

Privacy policy

Adding a privacy policy to your app's store listing helps provide transparency about how you treat sensitive user and device data.

The privacy policy must, together with any in-app disclosures, comprehensively disclose how your app collects, uses, and shares user data, including the types of parties with whom it’s shared. You should consult your own legal representative to advise you of what is required.

  • For apps that request access to sensitive permissions or data (as defined in the user data policies): You must link to a privacy policy on your app's store listing page and within your app. Make sure your privacy policy is available on an active URL, applies to your app, and specifically covers user privacy.
  • For apps in the Designed for Families program: You must link to a privacy policy on your app's store listing page and within your app, regardless of your app's access to sensitive permissions or data. Make sure your privacy policy is available on an active URL, applies to your app, and specifically covers user privacy.

Add a privacy policy

  1. Open Play Console and go to the App content page (Policy > App content).
  2. Under "Privacy Policy," select Start
    • Note: If you’ve previously added a privacy policy and want to make changes, you’ll see and select Manage instead of start.
  3. Enter the URL hosting the privacy policy online.
  4. Save your changes.

Ads 

You must declare whether or not your app contains ads (including ads delivered through third party ad SDKs, display ads, native ads, and/or banner ads). Apps that contain ads will have a "Contains ads" label shown on their store listing. This label will be visible to all Play Store users.

Note: The "Contains ads" label isn't meant to cover whether an app contains other kinds of commercial content, like paid product placement or offers to make in-app purchases or upgrades. If your app includes paid product placements, make sure they comply with local laws.

Declare whether or not your app contains ads

  1. Open Play Console and go to the App content page (Policy > App content)
  2. Under “Ads,” select Start.
    • Note: If you’ve previously declared whether or not your app contains ads and you want to make changes, you'll see and select Manage instead of Start.
  3. Review the Ads policy to make sure your app is compliant, and select Yes or No
  4. Save your changes.

Examples

Here are a few examples of when you should answer "yes" to having ads for purposes of the "Contains ads" label. This isn't a comprehensive list but just a few examples based on the most common types of ads.

  • Banner and interstitials: My app integrates with an Ad SDK to show banners and/or interstitials. I use the ad formats to monetize and/or promote my own products or apps.
  • Native ads: My app includes ads natively, indistinguishable from other content (e.g. sponsored articles, ads within a feed, etc).
  • House ads: My app renders a small ad banner, interstitial ad, ad wall and/or widget to promote my other apps.

You should answer "no" to having ads for purposes of the "Contains ads" label if you only cross-promote your other apps in the following ways:

  • The app displays a More Apps* section in the main menu leading a user to your other apps
  • The More Apps* option does not interfere with gameplay
  • The More Apps* option does not confuse the user by embedding itself within gameplay

*Other acceptable substitutions for More Apps include More Games, More to Explore, Full Version, More, About Us, or your Developer Icon.

Additional monitoring

While you're responsible for accurately declaring ad presence in your apps, Google may verify this at any time and display the "Contains ads" label if appropriate.

If you think your app has been incorrectly labeled by our system, contact our support team for help.

Enforcement

If you misrepresent the presence of ads in your app(s), it's considered a violation of Google Play policies and may result in your app(s) being suspended.

App access

If your entire app or parts of your app are restricted based on login credentials, memberships, location, or other forms of authentication, you must provide access details. 

Add instructions for app access

  1. Open Play Console and go to the App content page (Policy > App content).
  2. Under "App access," select Start.
    • Note: If you’ve previously added instructions for app access and you want to make changes, you’ll see and select Manage instead of Start.
  3. Click + Add new instructions and provide your access details.
    • Note: Use the “Any other instructions” field to let us know if there’s anything special about your login mechanism, such as using a one-time password, multi-factor authentication, or logins with more than two fields.
  4. Save your changes.

Note: You can add up to five sets of instructions.

Target audience and content

You must declare your app’s target age group. Any apps that include children in their target audience must comply with Google Play's Families policy requirements.

It’s important to provide accurate information about your app. Depending on the target audience selections that you make, your app may be subject to additional Google Play policies. You can familiarize yourself with those policies and learn how to fill out the “Target audience and content” section of the App content page. 

You can also learn about the process and review the interactive checklist at Academy for App Success.

Permissions declaration form

Permission requests are evaluated during the release process after adding your APKs or App Bundles. If your app requests the use of high-risk or sensitive permissions (e.g. SMS or Call Log), you may be required to complete the Permissions Declaration Form and receive approval from Google Play.

Here’s where you can learn about the process and how to complete the Permissions Declaration Form on the App content page.

Content ratings

You can communicate familiar and locally relevant content ratings to your users and help improve app engagement by targeting the right audience for your content.

To prevent your apps from being listed as “Unrated,” sign in to your Play Console and fill out the questionnaire for each of your apps as soon as possible. “Unrated” apps may be removed from Google Play.

Go to Content ratings for apps and games to learn more about specific ratings authorities and descriptions, and for instructions on how to complete this section of the App content page.

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