Google Play ads declaration: check formats before submission

Google has introduced a declaration requirement for apps submitted to the Play Store to indicate if they contain ads. This declaration must be completed before submission and must be based on the actual content and configurations of the app rather than assumptions about its business model. The declaration form, located on the App content page within Play Console, asks whether ads are present in the app.

To accurately answer this question, developers must review all ad formats used in their app, including those delivered through third-party SDKs, display ads, native ads, and banner ads. The presence of an upgrade offer or subscription payment should not automatically be considered an ad. Developers should thoroughly examine each screen, ad integration, and release configuration to ensure the declaration accurately reflects the app's actual ad setup.

This includes checking the current vendor documentation and initialization settings for any ad integrations.

The "Contains ads" label is not a catch-all for all commercial content. While the declaration covers ads delivered through third-party ad SDKs, display ads, native ads, and banner ads, it does not include other forms of commercial content such as paid product placement or upgrades. These should be reviewed separately according to Google's guidelines. The declaration is specific to each app and release, so if multiple application IDs, regional variants, or build flavors exist, each must be verified individually.

Keeping detailed records of the Play Console app, the specific build or variant, the declaration choice, and the evidence supporting the decision is crucial. This documentation helps the next release owner understand if any changes in dependencies, remote configurations, or monetization methods require additional reviews. Additionally, developers should ensure that any cross-promotion of their own apps is evaluated against Google's examples to determine if it should be marked as an ad.

The advertising ID permission is an independent check and should not be confused with the "Contains ads" declaration. Following these guidelines will help ensure that the "Contains ads" declaration is accurate and compliant with Google's policies.