What Google wants to achieve is clearer advertisement messages for the user. Today there are many applications hiding them in the application using a look and feel well mixed with the rest of the interface deceiving the user who can't distinguish between what it is an application content and what it is an advertising content.
This is what new Google Play policy claims:
Apps published on Google Play may not directly or indirectly engage in or benefit from the following behavior
- Promotion via deceptive ads on websites, apps or other properties, including simulated system, service, or app notifications or alerts.
- Promotion or install tactics which cause redirection to Google Play or the download of the app without informed user action.
- Unsolicited promotion via SMS services.
It is your responsibility to ensure that no ad network or affiliate uses such methods to direct users to pages tat make your app available for download.
Developers must be assure that the adv networks they use comply the rules above.
The new policy hits both native and interstitial advertising where it is now required to be very clear (place a native ads in your app feed needs a clear way to inform user that it's an ad), to be dismissible, explain what is promoted (no more interstitial message "Download app of the day") and who is running the campaign and with a clear "call to action" button.
