Google has announced a new set of developer policies designed to create a safer online environment for children and families. This includes keeping personal information secure, monitoring ads, and selecting a target audience in line with the content. These changes not only help keep the Play Store safer for kids, it can also help you properly target App Store optimization.
Google's new policy provides additional protection against
Make sure apps for children have age-related content (including ads) and
maintains user security. The changes are as follows:
- If children are part of your audience, you must meet the policy requirements of your app for the content and management of personally identifiable information.
- Ads in your app served to children must be appropriate and served by an ad network that has certified family compliance policies.
- If children aren't part of the audience, make sure the app doesn't accidentally appeal to them. We will double check your app marketing to confirm this and ask you to make adjustments where necessary.
As part of this update, Google adds a new goal
audience and content part of the Google Play console. Developers can enter
The target age varies for its users, starting at 0-5 and ending at 1
The app is not targeted at children, they can move on to the next section, but apps
targeting children must answer some follow-up questions.
Apps aimed at younger users must follow the strictest
Family Policy. Apps that can target children and older users must follow it
Or have a neutral age screen that defaults to family policies when children
or unknown users use it. Apps aimed at older users, such as real estate or
tax app, do not have to worry about it.
The audience and content section is now available in
The Google Play console, so developers will fill it in as soon as possible.
By September 1st st all existing apps must have completed the section
and adhere to the updated policy.
What Developers Should Do
The first thing developers need to do is make sure their app respects the new policy. They should read the security requirements to ensure that their app handles personal information and that the content is appropriate for the target audience. This also includes ensuring that ads contain appropriate content – the last thing a parent wants to see is an ad for an inappropriate site on their child's mobile game.
As part of the policy, apps that are not aimed at children should
Make sure they do not inadvertently appeal to them. This means theirs
Creative sets should not contain images designed to attract younger users.
This can require testing a new advertising set if an app looks like it is
Targeted to a younger audience than intended.
Don't forget to complete the new audience and
of content. For apps targeting older audiences, this will only take one
minute. For apps aimed at children, it may take a little more time to respond
follow-up questions, but it will ensure that your app is still compatible. This
must be completed by September 1st st 2019, but developers should not
App Store Optimization
Although this may feel like another hoop for developers to jump
Through, the age-based information can actually help an apps app store
Optimization on Google Play.
First, if an app needs to adjust its creative set per
new policy, this is a good opportunity to test new designs. Developers can
analyzes which design alternatives work for their competitors and test new visuals
improve their conversions. If an apps creative set looks like it's designed for
appeal to children, perhaps a new design would work better for the older audience
they are after.
If an app is aimed at children, use the new audience
and the content section can help it reach them. If developers choose a young age
reach and demonstrate that their app meets all the requirements of a child
app, Google Play can know to deliver that app in search of young users and
Apps that do not follow the new policy should be updated as soon as
possible or risk removal. Getting removed from the Play store would be bad for
ASO, as it would cost the app all its keyword rankings and put it back while
Its competitors reach new users. Apps can continue the competition
keep up with the changes in the Play Store and whether an app is aimed at one or not
young audience, this is an important change in the note.
Want more information on optimizing the App Store?
Contact Gummicube and
We help you get your strategy started.