Google’s New Ad Policy Could Signal The End For Airpush and Other Annoying Android Ads


There’s always been a sort of love/hate relationship with Android and their exorbitant use of ads inside their apps. On a good day, they’re unobtrusive and give you the chance to experience apps you would normally wouldn’t because you’re too cheap to spend a buck on a theme (I’ve been guilty of this myself). On a bad day, they push ads to your notification bar, hound you about a free iPood you’ve magically won, and install shortcuts onto your homescreen that imitate a separate app.

If you thought Google needed to do something about this it turns out they’re on top of things. Aside from implementing a new feature in Android 4.1 Jelly Bean that allows users to “silence” app notifications (a simple long press on the notification will take care of that), Google recently updated their content policy for ads found inside apps and it looks like they’re cracking the whip on devs using sketchy ad services to pay for their apps. Check out the “Ads Context” description found in their Google Play content policy page:

Ads Context

It must be clear to the user which app each ad is associated with or implemented in. Ads must not make changes to the functioning of the user’s device outside the ad by doing things such as installing shortcuts, bookmarks or icons or changing default settings without the user’s knowledge and consent. If an ad makes such changes it must be clear to the user which app has made the change and the user must be able to reverse the change easily, by either adjusting the settings on the device, advertising preferences in the app, or uninstalling the app altogether.

Ads must not simulate or impersonate system notifications or warnings.

I would just like to point out that last line, “must not impersonate system notifications or warnings.” Sound a bit like those Airpush ads to you? Can’t be sure but developers found in violation of Google’s Play Developer Program Policies can have their app removed from the Play Store and frequent violations can result in their developer’s account being terminated.

The main problem I’ve always had with ads is that I feel like it “cheapens” the Android experience, making users feel like they have some 3rd rate mobile OS on their device. I think Google imposing stricter guidelines on ads inside Android will only help to mature the platform and make users feel more secure that they’re in control of their device, not some pushy app agency. Here’s the full email ‘ol Googs has been sending out to developers. [Thanks, Steven!]

Hello Google Play Developer,

We are constantly striving to make Google Play a great community for developers and consumers. This requires us to update our policies when we launch new features, like subscription billing, and also when we see unhealthy behavior, like deceptive app names and spammy notifications. This email is to notify you that we’ve made some changes to our policies which are highlighted below.

  • We’ve added clearer details to the payment policy, and guidelines on how we will handle cancellations in our new subscription billing feature
  • We are restricting the use of names or icons confusingly similar to existing system apps in order to reduce user confusion
  • We are providing more detail on the kinds of dangerous products that are not allowed on Google Play. For example, apps that disclose personal information without authorization are not allowed.
  • We are giving more examples of practices that violate the spam policy.

Additionally, we are adding a new section that addresses ad behavior in apps. First, we make it clear that ads in your app must follow the same rules as the app itself. Also, it is important to us that ads don’t negatively affect the experience by deceiving consumers or using disruptive behavior such as obstructing access to apps and interfering with other ads.

Please take a look at the Google Play Developer Program Policy at to see all the changes and make sure your app complies with our updated policies.

Any new apps or app updates published after this notification will be immediately subject to the latest version of the Program Policy.  If you find any existing apps in your catalog that don’t comply, we ask you to fix and republish the application within 30 calendar days of receiving this email.  After this period, existing applications discovered to be in violation may be subject to warning or removal from Google Play.

Google Play Team

Chris Chavez
I've been obsessed with consumer technology for about as long as I can remember, be it video games, photography, or mobile devices. If you can plug it in, I have to own it. Preparing for the day when Android finally becomes self-aware and I get to welcome our new robot overlords.

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  1. You mean like the one at the bottom of this article? Ha!!! jk

    1. Hey, those ads are helping me pay my child support bills!

      And if the Phandroid app ever pushes notifications to your phone, I will eat my underpants.

      1. I’m almost tempted to make this happen somehow

      2. Ya dun goof’d

      3. “Because you couldn’t keep it in your pants” is a reason, not an excuse.
        I hate those ads. ESPECIALLY the ones trying to look like notifications.

  2. Old news. VERY old news. at least a week and a half. come on bro.

    1. I’m sorry, so VERY sorry.

      But it’s weird when I just read a Cnet article 5 minutes ago talking about Android ads hijacking people’s phones with shortcut spam and notification ads. Even if this was “old,” people need to know that this isn’t right, and against Google’s policy.

      Up until now, I thought it was totally “legal” and not breaking any Play Store rules to have annoying push notifications. But now I know. Now we all know… bro.

      1. great article Chris, thanks a ton

      2. cayate and get a haircut. ily, but i did read this a week ago. brah

    2. If you can do a better job, why aren’t you?

  3. i agree. it cheapens the experience. If a dev wants to make their app free….just put the ad in the app its self and leave the rest of my phone.

    1. Yea, and saving a bunch of random pics to my phone isn’t cool either. Use ads that won’t ruin my experience and offer the paid versions for a reasonable price. Google bring back the paid category and we need a solution to know what kind of ads it has before even installing.

  4. Thank you Google, that damned Picstitch app put a shortcut on my desktop that wasn’t even for the app. And that Ninja vs Zombies game stalked me for awhile.

  5. Great!

  6. About Damn time…

  7. I think you’re wrong – “Ads must not simulate or impersonate system notifications or warnings.” means just that, you can’t have an ad that says “Your battery is low” for example. It does not say that notification adverts are banned, they just have to be clearly an advert and also show which app caused them, which AirPush has done for ages. It does however clearly spell the end for AirPush shortcut adverts.

  8. Root + AdFree = what ads? ;)

  9. Airpush has just confirmed they will be releasing their SDK 5.0 which will be in compliance with Google’s new Ad policy. So this will not be the end for Airpush. As a developer I am satisfied with the higher revenue I have received with airpush and am excited to see the new features of their SDK 5.0

  10. Do you know what other thing also cheapens Android experience? Android users. If Google really wanted to improve Android experience they should begin by asking for a CC number when installing the device, like Apple does … but Google sells ads.

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