Ads and Monetization

The policies below apply to any advertising (including both for your apps and for 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 enforce on 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:

  • Use of Ad walls
  • Interstitial ads or offers for in-app purchase displayed immediately upon app launch
  • Multiple ad placements on a page
  • Ads or offers for in-app purchases that are not clearly distinguishable from your app content
  • Not providing a distinction between the use of virtual game coins versus real-life money to make in-app purchases

Here are some examples of common ad format violations


  • Ads that move away from a user's finger as the user tries to close it
  • 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.

Ad networks

Only Google Play certified ad networks can be used to serve ads to children. Apps in the Designed for Families program are required to only use Google Play certified ad networks. For apps that also target adult users, non-certified ad networks may be used if a neutral age screen is present in the app and non-certified ad networks are only used to serve ads to known adult users.

Please refer to the Certified Ad Network policy page for more details on these requirements and to see the current list of approved ad networks.

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 network(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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