Google Play Store recently released new regulations to restrict full-screen advertisements in apps, which will take effect on September 30, 2022. According to Google’s developer announcement, the new rules will ban the following forms of advertising. Fullscreen interstitials in all formats (video, GIF, static, etc.) that are displayed unexpectedly are not allowed, such as when the user chooses to take another action.
- Ads are not allowed during gameplay at the start of a level or at the beginning of a content segment.
- Fullscreen video interstitials are not allowed before the app’s loading screen (splash screen).
Fullscreen interstitials longer than 15 seconds are not allowed. In the case of a full-screen interstitial that the user has opted in to, or a full-screen interstitial that does not interrupt the user (for example, after a scoring screen in a game app), it is allowed to last longer than 15 seconds.
Google says this policy does not apply to rewarded ads that users have explicitly opted in to (for example, ads that the developer expressly offers users to watch in exchange for unlocking specific game features or content).
This policy also does not apply to monetization and advertising that does not interfere with normal app usage or gameplay (eg, video content with integrated ads, non-fullscreen banner ads). Starting from September 30, developers will also be required to include a directly accessible method in the app to manage or cancel subscriptions. For the full new regulations, click here to view Google’s announcement.
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