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Google Play rejectionGoogle Play: Ads policy (disruptive and deceptive ads)

Google Play’s Ads policy treats the ads in an app as part of the app. Ads must not show in unexpected ways, must not imitate the app or the operating system, and full screen interstitials must be closeable after 15 seconds unless the user opted in.

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Short answer

Find where each ad network shows a full screen ad and move it to natural breaks, such as after a score screen, not at app start, on a button tap or at the start of a level. Make every interstitial closeable within 15 seconds, remove ads that look like app buttons or system notifications, and check the ads match the app’s content rating. Then submit an update.

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Why Google Play flagged the ads, and the fix

  1. 01

    An interstitial can’t be closed after 15 seconds

    “Full screen interstitial ads of all formats that are not closeable after 15 seconds are not allowed.” Google Play, Ads (Better Ads Experiences)

    This applies to full screen ads of every format: video, GIF and static. Opt-in interstitials and ones that don’t interrupt the user, for example after a game’s score screen, may run longer.

  2. 02

    An ad shows at the wrong moment

    “Full screen video interstitial ads that appear before an app’s loading screen (splash screen) are not allowed.” Google Play, Ads (Better Ads Experiences)

    Google lists full screen video ads before the splash screen, ads at the start of a level or content segment, ads after a button tap before its action happens, and interstitials placed after one user action after another. Show ads at natural breaks instead.

  3. 03

    An ad looks like part of the app or the phone

    “Ads must not simulate or impersonate the user interface of any app feature, such as notifications or warning elements of an operating system.” Google Play, Ads (Deceptive Ads)

    An ad styled as an app button, a feature tile or a system notification is a deceptive ad. It must be clear which app is serving each ad.

  4. 04

    The app forces a click or shows ads outside itself

    “Your app cannot force a user to click an ad or submit personal information for advertising purposes before they can fully use an app.” Google Play, Ads (Disruptive Ads)

    Also check: no ad has to be tapped before the app can be used, no ad appears on the home screen or when the user tries to leave, and the ads suit the app’s content rating.

Checked against the vendor’s docs on : Google Play Help: Ads policy.

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Related: Google Play Deceptive Behavior policy · Google Play Families policy · Google Play Device and Network Abuse policy · Google Play content rating questionnaire

Questions

More on this launch

Do rewarded ads count?

Not for the 15 second and unexpected ad rules. Google Play says those rules don’t apply to rewarded ads that users explicitly opt into, such as watching an ad to unlock a game feature or a piece of content.

Are banner ads allowed?

Yes, as long as they don’t interfere with normal app use. The Better Ads Experiences rules don’t apply to ads that don’t interfere with normal app use, such as non-full screen banner ads or video content with integrated ads. The Deceptive Ads and Disruptive Ads rules still apply.

Who is responsible for ads from an ad network SDK?

The developer. Google Play considers the ads and their offers part of the app, so they must follow all other Google Play policies too.

Can you fix it for me?

If one bug is the whole problem, the App Fix Ticket covers it: a written diagnosis first, then the fix. If the app has more going on, the Launch Check is a written check of the whole app. Each issue found is rated critical, high, medium or low, with where it is and how it was confirmed. No issues worth fixing, no charge. If the Launch Check finds nothing rated medium or higher, Simon refunds the full $450. You keep the report either way. This applies to the first 10 Launch Checks bought after October 30, 2026.

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