Doc change: add policy guidelines documents.

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  </li> end of Developer Console -->

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     <div class="nav-section-header"><a href="<?cs var:toroot ?>distribute/googleplay/promote/index.html">

       <span class="en">Promoting</span></a>

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     </div>

     <ul>

<!--   <li><a href="<?cs var:toroot ?>distribute/googleplay/promote/product-pages.html">

        <span class="en">Your Product Pages</a></li> 

-->

       <li><a href="<?cs var:toroot ?>distribute/googleplay/promote/linking.html">

        <span class="en">Linking to Your Products</a></li>

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        <span class="en">Google Play Badges</a></li>

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        <span class="en">Device Art Generator</a></li>

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        <span class="en">Brand Guidelines</a></li>

<!--   <li><a href="<?cs var:toroot ?>distribute/googleplay/promote/product-pages.html">Your Product Pages</a></li> -->

       <li><a href="<?cs var:toroot ?>distribute/googleplay/promote/linking.html">Linking to Your Products</a></li>

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      <span class="en">App Quality</span></a>

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          <span class="en">Core App Quality</span>

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          <span class="en">Tablet App Quality</span>

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          <span class="en">Improving App Quality</span>

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       <li><a href="<?cs var:toroot ?>distribute/googleplay/policies/spam.html">Spam</a></li>

       <li><a href="<?cs var:toroot ?>distribute/googleplay/policies/ip.html">Intellectual<br />Property</a></li> 

       <li><a href="<?cs var:toroot ?>distribute/googleplay/policies/ads.html">Ads</a></li>

     </ul>

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      <span class="en">After Launch</span></a>

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        <span class="en">Open Distribution</span>

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</ul>

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page.title=Ads

@jd:body

<div id="qv-wrapper">

<div id="qv">

  <h2>In This Document</h2>

  <ol>

    <li><a href="#content-maturity">Content and Maturity</a></li>

    <li><a href="#context">Context and Behavior</a></li>

    <li><a href="#disclosure" style="clear:right">Disclosure</a></li>

    <li><a href="#impersonation">Impersonation of System UI</a></li>

    <li><a href="#adwalls">Adwalls</a></li>

    <li><a href="#interfering" style="clear:right;">Interference with Ads and Websites</a></li>

  </ol>

  <h2>More Resources</h2>

  <ol>

    <li><a href="http://play.google.com/about/developer-content-policy.html" target="_policies">Developer Program Policies</a></li>

    <li><a href="http://www.android.com/us/developer-distribution-agreement.html#showlanguages" target="_policies">Developer Distribution Agreement</a></li>

    <li><a href="http://support.google.com/googleplay/android-developer/answer/188189" target="_policies">Maturity Ratings</a></p>

  </ol>

</div>

</div>

<p>

  Google Play policies guide how you can use ads in your apps, to help ensure

  the best experience for users visiting and downloading apps from the store.

</p>

<p>

  In general, for the purposes of policy, the content of ads displayed by your

  app is considered part of your app. As an app developer, it is your

  responsibility to ensure that the content, context, and behavior of ads in

  your apps conforms to Google Play policies.

</p>

<p>

  Before you publish, make sure you understand Google Play ad policies and how

  to display ads in conformance with those policies. The sections below

  highlight best practices and common examples to help you avoid the most

  common types of policy violations.

</p>

<p>

  For more information about Google Play policies that apply to your apps and

  content, please see the <a href=

  "http://play.google.com/about/developer-content-policy.html" target=

  "_policies">Developer Program Policies</a> and <a href=

  "http://play.google.com/about/developer-distribution-agreement.html" target=

  "_policies">Developer Distribution Agreement</a>.

</p>

<h2 id="content-maturity">Content and Maturity</h2>

<div class="example-block bad">

  <div class="heading">Ad maturity exceeds app</div>

  <img src="{@docRoot}images/gp-policy-ads-maturity-violation.png">

</div>

<p>

  From a policy perspective, ads shown in your app are part of your content

  and your app is responsible for any violations. If an ad shown in your app

  violates Google Play policies, your app may be suspended or your developer

  account terminated.

</p>

<p>

  For this reason, it's important for you to be be aware of what ads will be

  displayed in your app and to manage the ads content according to Google Play

  policies. Here are some guidelines:

</p>

<ul>

    <li>

        <strong>Ads must not violate Content Policy</strong>&mdash;Ads in

        your app must not violate the terms of Google Play’s Content Policy,

        including those concerning illegal activities, violence, sexually

        explicit content, or privacy violations.

    </li>

    <li>

        <strong>Ads maturity must be consistent with your app's

        maturity</strong>&mdash;Content shown in your ads must be consistent

        with the app’s maturity rating in Google Play. Especially, ads content

        should never exceed your app's maturity rating, even if the ads content

        by itself complies with general policies.

    </li>

</ul>

<p>

  In the example at right, the app's maturity rating is set to

  "Everyone", which is the lowest maturity level on Google Play. By choosing

  the "Everyone" maturity level, the developer is declaring that all of the

  content in the app, <em>including ads</em>, is suitable for all users

  regardless of age.

</p>

<p>

  The example app violates Google Play policies by displaying ad content with a

  higher maturity level—ad content showing gambling, profanity, user

  location, suggestive content, or content from another app with higher

  maturity exceeds the "Everyone" maturity rating. Because the ad's

  maturity is higher than the app's maturity level, the app itself is in

  violation of policy. To correct the problem, the developer must either

  restrict ads content to "Everyone" level or raise the app's maturity rating.

</p>

<p>

  For detailed information about how to choose the appropriate maturity level

  for your app, or to assess the maturity requirement of ads in your app, see

  <a href=

  "http://support.google.com/googleplay/android-developer/answer/188189"

  target="_policies">Rating your application content for Google Play</a>.

</p>

<h2 id="context">Context and Behavior</h2>

<p>

  If your app displays ads, it should do so in ways that do not interrupt users,

  mislead them into clicking on ads, or make changes outside the app without

  the user's knowledge or consent. Here are some guidelines:

</p>

<ul>

  <li>

    <strong>Display your ads within your UI</strong>&mdash;If possible,

    display ads only within your app's UI. This leads to a better user

    experience and helps avoid policy violations

  </li>

  <li>

    <strong>Make sure app origin is clear</strong>&mdash;When you display an

    ad, it must be clear to the user that the ad has originated from your app.

    If you show the ad in your app's UI while your app has focus, the user

    understands the ad origin without explicit attribution. However, if you

    display the ad outside of your app, such as in a notification, you must

    explicitly indicate the origin.

  </li>

  <li>

    <strong>Don't make changes outside of the app without consent</strong>

   —Ads must not make changes outside of the app without the user's

    full knowledge and consent. For example, ads should not install shortcuts,

    bookmarks, or icons, or change default settings without user consent.

  </li>

  <li>

    <strong>Changes outside the app must be reversible</strong>&mdash;If an

    ad makes changes outside the app as described above, the changes (and

    origin app) must be evident and easily reversible. For example, the user

    must be able to locate and reverse the changes by adjusting settings,

    changing ad preferences in the app, or uninstalling the app altogether.

  </li>

  <li>

    <strong>Notification ads require user opt-in</strong>&mdash;Your app

    should not create <a href=

    "{@docRoot}design/patterns/notifications.html">notifications</a>

    containing ads unless the user has specifically opted-in to this behavior

    and is able to easily opt-out.

  </li>

  <li>

    <strong>Use low priority for notification ads</strong>&mdash;Always

    assign your notification ads <a href="

    {@docRoot}reference/android/app/Notification.html#PRIORITY_LOW">low

    priority</a> (for API level 16 and above).

  </li>

</ul>

<div class="example-block bad" style="width:400px;margin:.5em 0 0 2em;">

    <div class="heading">Does not fully indicate origin app</div>

    <img src="{@docRoot}images/gp-policy-ads-notif-attr-violation.png">

</div>

<div class="example-block good" style="width:400px;margin:.5em 0 0 2em;">

    <div class="heading">Indicates origin app by name and icon</div>

    <img src="{@docRoot}images/gp-policy-ads-notif-attr.png">

</div>

<p>

  In particular, note that notification ads must clearly identify your app as

  the ad origin. If your app sends notification ads that do not sufficiently

  identify your app as the origin, the app will be in violation of policy.

</p>

<p>

  To identify your app as the origin, you should display the <strong>app's full

  name and and icon</strong> in the notification to provide the clearest

  identification and best policy compliance. Displaying a partial app name can

  also be sufficient, provided the name unambiguously identifies your app.

</p>

<p>

  Above right is an example notification ad that violates ad policy by not

  providing attribution of the origin app. Below right, the notification ads

  comply with policy by providing both the app icon and full app name (in this

  case, "Turtle Test").

</p>

<h2 id="disclosure" style="clear:right">Disclosure of Ads to Users</h2>

<p>

  It's important to sufficiently disclose to users how your app will use ads.

  You must make it easy for users to understand what ads will be shown in your

  app, where they will be shown, and what the associated behaviors are, if any.

  Further, you should ask for user consent and provide options for managing ads

  or opt-out. Here are some guidelines:

</p>

<ul>

  <li>

    <strong>Tell users about your ads</strong>&mdash;Create a simple,

    complete disclosure that tells users how your app uses ads, where the ads

    are shown, and how they can manage ad options. Take common-sense steps to

    make the disclosure as clear as possible.

  </li>

  <li>

    <strong>Make sure users know</strong>&mdash;Present your ads disclosure

    is an easy-to-see location, rather than hiding it where users are not

    likely to find it.

  </li>

  <li>

    <strong>Ask for consent (opt-in) at launch</strong>&mdash;Where possible,

    include your ads disclosure in the app description as well as in an Ads

    Terms, End User License Agreement (EULA), or similar document. Display the

    terms at first launch and ask for the user's consent before continuing to

    the app.

  </li>

</ul>

<p>

  A recommended approach is to provide an ads disclosure in an End-User License

  Agreement (EULA). The disclosure should be clear and succinct and displayed

  in a modal dialog that asks the user to agree to the terms before using the

  app.

</p>

<p>

  If your app adds homescreen icons and/or browser bookmarks, an acceptable

  practice for revealing that behavior is to provide a disclosure in both the

  app description and an opt-in EULA on app launch. This ensures that the

  behaviors are clearly explained to the user up-front and requires the user’s

  consent in a pop-up EULA to continue using the app.

</p>

<div class="example-block good" style="width:213px;margin-right:2em;">

  <div class="heading">Disclosure in Terms</div>

  <img src="{@docRoot}images/gp-policy-ads-terms.png">

</div>

<div class="example-block good" style="width:213px;">

  <div class="heading">Disclosure in EULA</div>

  <img src="{@docRoot}images/gp-policy-ads-eula.png">

</div>

<div class="example-block bad" style="width:213px;margin-left:0em;">

  <div class="heading">Disclosure is hidden</div>

  <img src="{@docRoot}images/gp-policy-ads-eula-violation.png">

</div>

<p style="clear:right">

  Above left is an example of ads disclosure that is hidden in a long EULA. The

  disclosure information itself is not clearly indicated in the document text

  and it's not visible unless the user happens to scroll down far enough in the

  EULA. Above middle and right show two alternative approaches that

  present the disclosure in an obvious and clear manner at the top of a

  EULA and in a dedicated Terms agreement. 

</p>

<h2 id="impersonation">Impersonation of System UI</h2>

<div class="example-block bad">

  <div class="heading">Ad impersonates system dialog</div>

  <img src="{@docRoot}images/gp-policy-ads-impersonate-violation.png">

</div>

<p>

  Your app must not display any ad that attempts to impersonate or represent a

  system function or UI component. If such an ad is displayed in your app, your

  app will be in violation of policy and subject to suspension. Here are some

  guidelines:

</p>

<ul>

  <li>

    <strong>No fake system dialogs or warnings</strong>&mdash;Any ad that

    presents itself as a system dialog or warning and asks for user input is in

    violation of Google Play policies.

  </li>

  <li>

    <strong>No fake app updates</strong>&mdash;Ads should not impersonate

    system UI for app updates.

  </li>

</ul>

<p>

  At right is an example of a pop-up ad impersonating a system dialog, warning

  the user about viruses. This is a violation of policy.

</p>

<h2 id="adwalls">Adwalls</h2>

<div class="example-block good" style="width:213px;">

  <div class="heading">Adwall lets user cancel</div>

  <img src="{@docRoot}images/gp-policy-ads-paywall.png">

</div>

<div class="example-block bad" style="width:213px;">

  <div class="heading">Adwall forces user action</div>

  <img src="{@docRoot}images/gp-policy-ads-paywall-violation.png">

</div>

<p>

  If your app uses adwalls to drive affiliate traffic, those adwalls must not

  force the user to click on ads or submit personal information for advertising

  purposes before using the app.

</p>

<p>

  Forcing a user action in an adwall is not only a poor user experience, it is

  a violation of Google Play policies.

</p>

<p>

  For this reason, <strong>all adwalls must give the user the option to

  cancel</strong> or otherwise dismiss the ad without penalty.

</p>

<p>

  At right is an example of an app that requires the user to click through the

  ad to fully use the app. This is a violation of policy.

</p>

<p>

  The adjacent example demonstrates an adequate option to let the user dismiss

  the ad wall easily by cancelling.

</p>

<h2 id="interfering" style="clear:right;">Interference with Third-party Ads and Websites</h2>

<p>

  Ads associated with your app <strong>must not interfere</strong> with any

  other ads originating in other applications.

</p>

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page.title=Google Play Policies and Guidelines

page.metaDescription=Guidelines and tips for creating apps that comply with Google Play content and distribution policies.

@jd:body

<p>

  Before publishing your apps on Google Play, take a few minutes to read and

  understand the content and distribution policies that apply to all apps

  in the store. These policies help to keep Android and Google Play an enjoyable

  and trusted platform for content consumers and developers alike.

</p>

<p>

  The documents below highlight important policy areas and provide tips to help

  you create policy-compliant apps. You'll also find examples and guidance on common

  policy questions that can help your app stay clear of practices that can result in

  low ratings or even suspensions from the store.

</p>

<p>

  For complete information about Google Play policies, please see the full

  <a href="http://play.google.com/about/developer-content-policy.html" target=

  "_policies">Developer Program Policies</a> and <a href=

  "http://play.google.com/about/developer-distribution-agreement.html" target=

  "_policies">Developer Distribution Agreement</a> documents.

</p>

<div class="vspace size-1">

   

</div>

<div class="layout-content-row">

  <div class="layout-content-col span-4">

    <h4>

      Spam

    </h4>

    <p>

      Make sure that your app does not present content that is unwanted,

      deceptive, repetitive, or unrelated to the core function of the app.

    </p><a href="{@docRoot}distribute/googleplay/policies/spam.html">Learn more &raquo;</a>

  </div>

  <div class="layout-content-col span-4">

    <h4>

      Intellectual Property

    </h4>

    <p>

      Tips and examples of how to use intelletual property (IP) properly,

      including when to ask permission to use someone else's copyright or

      trademark.

    </p><a href="{@docRoot}distribute/googleplay/policies/ip.html">Learn more &raquo;</a>

  </div>

  <div class="layout-content-col span-4">

    <h4>

      Ads

    </h4>

    <p>

      Make sure that the ads displayed in your app follow the Google Play Content

      Policy and meet the maturity rating that you have selected for your app.

    </p><a href="{@docRoot}distribute/googleplay/policies/ads.html">Learn more &raquo;</a>

  </div>

</div>

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