Ads and Monetization

The policies below apply to all advertising in your app, including ads for your apps and third party apps, offers for in-app purchase, or any other commercial content (such as paid product placement) that is served to users of apps that are subject to the Families Policy Requirements and/or the Designed for Families Requirements. All advertising, offers for in-app purchase, and commercial content in these apps must comply with all applicable laws and regulations (including any relevant self-regulatory or industry guidelines).

Google Play reserves the right to reject, remove or suspend apps for overly aggressive commercial tactics.

Ad format requirements

Ads and offers for in-app purchases must not have deceptive content or be designed in a way that will result in inadvertent clicks from child users. The following are prohibited:

  • Disruptive ads, including ads that take up the entire screen or interfere with normal use and do not provide a clear means to dismiss the ad (e.g. Ad walls)
  • Ads that interfere with normal app use or game play that are not closeable after 5 seconds. Ads that do not interfere with normal app use or game play may persist for more than 5 seconds (e.g. video content with integrated ads).  
  • Interstitial ads or offers for in-app purchase displayed immediately upon app launch
  • Multiple ad placements on a page (e.g. banner ads that show multiple offers in one placement or displaying more than one banner or video ad is not allowed).
  • Ads or offers for in-app purchases that are not clearly distinguishable from your app content
  • Use of shocking or emotionally manipulative tactics to encourage ads viewing or in-app purchases
  • Not providing a distinction between the use of virtual game coins versus real-life money to make in-app purchases

Examples of common violations

  • Ads that move away from a user's finger as the user tries to close it
  • Ads that do not provide a user with a way to a exit the ad experience after five (5) seconds as depicted in the example below:
  • Ads that take up the majority or the device screen without providing the user a clear way to dismiss it, as depicted in the example below:

  • Banner ads showing multiple offers, as depicted in the example below:
  • Ads that could be mistaken by a user for app content, as depicted in the example below:
  • Buttons or ads that promote your other Google Play store listings but that are indistinguishable from app content, as depicted in the example below:

Here are some examples of inappropriate ad content that should not be displayed to children.

  • Inappropriate Media Content: Ads for TV shows, movies, music albums, or any other media outlet that are not appropriate for children.
  • Inappropriate Video Games & Downloadable Software: Ads for downloadable software and electronic video games that are not appropriate for children.
  • Controlled or Harmful Substances: Ads for alcohol, tobacco, controlled substances, or any other harmful substances.
  • Gambling: Ads for simulated gambling, contests or sweepstakes promotions, even if free to enter.
  • Adult and Sexually Suggestive Content: Ads with sexual, sexually suggestive and mature content.
  • Dating or Relationships: Ads for dating or adult relationship sites.
  • Violent Content: Ads with violent and graphic content that is not appropriate for children.


If you serve ads in your app and your target audience only includes children, then you must use Google Play certified ad SDKs. If the target audience for your app includes both children and older users, you must implement age screening measures, such as a neutral age screen, and make sure that ads shown to children come exclusively from Google Play certified ad SDKs. Apps in the Designed for Families program are required to only use self-certified ad SDKs.

Please refer to the Families Ads Program policy page for more details on these requirements and to see the current list of approved ad SDKs.

If you use AdMob, refer to the AdMob Help Center for more details on their products.

It is your responsibility to ensure your app satisfies all requirements concerning advertisements, in-app purchases, and commercial content. Contact your ad SDK provider(s) to learn more about their content policies and advertising practices.

In-app purchases

Google Play will re-authenticate all users prior to any in-app purchases in apps participating in the Designed for Families program. This measure is to help ensure that the financially responsible party, and not children, are approving purchases.

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