Index
We recently published an article on how to publish your app on Apple's App Store. Instead, in this article, we'll analyse how to publish an Android app on the Google Play Store.
Publication requirements
Even if it's possible to download Android apps outside the Google Play Store, this entails security risks, since these apps are not being checked by Google. For this reason, 99.9% of Android users use the Play Store to download apps.
If you want to reach a wide user base by developing and monetising an app, there is no other way but to publish it on the Play Store.
Publication requirements:
If you want to reach a wide user base by developing and monetising an app, there is no other way but to publish it on the Play Store.
Publication requirements:
- Developer account cost: one-off payment of €25.
- App compliance: your app must comply with Google's guidelines, for example, as to data protection and ease of use.
- Certificates and safety requirements: your app must be safe and devoid of malware.
Google Play Store advantages:
- Wide reach: milion users from all around the world can potentially access your app.
- Easy monetisation: advertisement integration, in-app purchases and subscriptions to generate monthly incomes.
- Developer-friendly guidelines: whether you're developing a native or web app, Google offers resources and complete tools to support developers.
By distributing your app, you'll benefit from a wide visibility and community that will rapidly discover it.
Official guidelines
Google's official guidelines are available in the Developer Center. Your product must comply with these norms. If not, it will be rejected, something you want to avoid. These guidelines are regularly updated to reflect legislation changes. Therefore, you should keep up to date even after your app's release.
The main topics are:
The main topics are:
- Restricted content
- Impersonation
- Intellectual property
- Privacy, deception and device abuse
- Use SDK's in apps
- Monetisation and ads
- Store listing and promotion
- Spam, functionalities and user experience
- Malware
- Mobile unwanted software (MUwS)
- Families
- Other programmes
- Enforcement
- How Google Play works for developers
Let's see some of the most important ones.
Restricted content
Google guidelines prohibit illegal, dangerous and inappropriate content. This includes pornography, hate speech, explicit violence, illegal activities, drug or arms promotion and everything that can harm people or groups. Also, borderline content, like sexually suggestive images or offensive language, can cause rejection if it's not correctly managed.
Furthermore, Google requires apps to transparently declare their audience: if the public is made of minors, additional rules must be respected (example: Family Policy), likely to guarantee appropriate content, no invasive advertisement and adequate protection systems.
Furthermore, Google requires apps to transparently declare their audience: if the public is made of minors, additional rules must be respected (example: Family Policy), likely to guarantee appropriate content, no invasive advertisement and adequate protection systems.
Intellectual property
The intellectual property relates to the ban on using copyright-protected material, trademarks or other forms of intellectual property without authorisation. This is true for texts, images, logos, videos, music and even code. If you use third-party content, you must have a valid licence or clear rights of use.
Google is very strict towards app cloning or improper usage of famous brands to attract users. Your app can be suspended or removed if it is too similar to another already existing one or uses brands without permission.
Google is very strict towards app cloning or improper usage of famous brands to attract users. Your app can be suspended or removed if it is too similar to another already existing one or uses brands without permission.
Privacy, misleading behaviour and unlawful use of devices
This section's guidelines foresee that every app clearly indicates which data it collects and why and how it is used via Data Safety and a public, functioning privacy policy. Moreover, sensible permissions (photocamera, microphone or location) must be required only when strictly necessary and with clear explanations towards users.
Google severely bans misleading behaviour such as providing false information on the app, simulating nonexistent functionalities or installing undeclared code. Practices like illicit usage of APIs, unauthorised access to devices or changes in the system's settings without explicit permission from the users are also prohibited.
Google severely bans misleading behaviour such as providing false information on the app, simulating nonexistent functionalities or installing undeclared code. Practices like illicit usage of APIs, unauthorised access to devices or changes in the system's settings without explicit permission from the users are also prohibited.
Monetisation and advertisements
If your app includes payments, it must comply with Google's Play Billing rules. All transactions for goods and digital services offered within an app must pass through Google's official system, except in specific cases. Also, the app must clearly indicate costs, conditions and the eventual cancellation of subscriptions.
As for advertising, Google requires that ads be relevant, easily identifiable and not deceitful. It is strictly forbidden to show unexpected ads, fake buttons, ads imitating interface elements or ads heavily interfering with the app's usage (example: pop-ups that cannot be closed or are invasive).
As for advertising, Google requires that ads be relevant, easily identifiable and not deceitful. It is strictly forbidden to show unexpected ads, fake buttons, ads imitating interface elements or ads heavily interfering with the app's usage (example: pop-ups that cannot be closed or are invasive).
Spam, functionality, and user experience
Apps must offer real value to users: Google rejects the ones that are duplicated, have minimal functionalities, are full of advertisements or create traffic without a concrete scope. Similar or almost identical apps cannot be published so as to avoid saturating the store.
Furthermore, user experience must be stable and fluid. Apps that often crash, are bugged, have a confusing navigation or have non-functioning sections are easily rejected. Also, misleading titles, descriptions full of keywords or screens that are inconsistent with the real product are part of the "Spam" category and can lead to their removal.
Furthermore, user experience must be stable and fluid. Apps that often crash, are bugged, have a confusing navigation or have non-functioning sections are easily rejected. Also, misleading titles, descriptions full of keywords or screens that are inconsistent with the real product are part of the "Spam" category and can lead to their removal.
Reasons for rejection:
1. Policy and content compliance
Intellectual property infringement
Example: a gaming app is rejected because it replicates the same name and design of a popular arcade game, using official logos and screenshots without any licence.
The usage of material protected by copyright or registered brands without authorisation (texts, logos, videos, music, code) is severely prohibited and violates intellectual property norms.
The usage of material protected by copyright or registered brands without authorisation (texts, logos, videos, music, code) is severely prohibited and violates intellectual property norms.
Non-compliant payments
Example: a music streaming app offers a monthly subscription via an external link to PayPal, bypassing Google Play Billing.
The use of external payment systems for digital goods or failed integration of Google Play Billing where mandatory represents a case of non-conformity of payments.
The use of external payment systems for digital goods or failed integration of Google Play Billing where mandatory represents a case of non-conformity of payments.
Duplicate content
Example: three versions of the same app get published. The only changes relate to the name and icons' design. All the apps are rejected for spam and duplication.
Publishing apps that are identical, of low quality, with repetitive content or keyword stuffing techniques is prohibited.
Publishing apps that are identical, of low quality, with repetitive content or keyword stuffing techniques is prohibited.
2. Privacy, user data and transparency
Privacy policy absent or inaccessible
Example: the app includes a link to the privacy policy that leads to a non-existent page.
The absence of a link to the privacy policy in the store listing or a non-functioning URL is grounds for rejecting an app on the Play Store.
The absence of a link to the privacy policy in the store listing or a non-functioning URL is grounds for rejecting an app on the Play Store.
Undeclared permits or misuse
Example: an app requires access to contacts and a microphone without explaining the reason to its users or without declaring it in the Play Console.
In this case the refusal comes from an improper use and the absence of data transparency. Sensible permissions asked without reasons in the interface or Data Safety section do not pass Google's revision.
In this case the refusal comes from an improper use and the absence of data transparency. Sensible permissions asked without reasons in the interface or Data Safety section do not pass Google's revision.
Incomplete data safety
Example: an app collects analytical data via Firebase, but no collection is indicated in the Data Safety section.
If an app has an incorrectly completed Data Safety section, with missing details on collection, storage or sharing, it cannot be published.
If an app has an incorrectly completed Data Safety section, with missing details on collection, storage or sharing, it cannot be published.
3. Technical quality and presentation of the store
Bug crash
Example: a financial app crashes when the user attempts to complete a payment via Android 14.
The payment crashes, which is detected in Google Play automated testing, and the app is rejected because it falls into the category of critical errors, frequent crashes, or non-functional features during testing.
The payment crashes, which is detected in Google Play automated testing, and the app is rejected because it falls into the category of critical errors, frequent crashes, or non-functional features during testing.
Misleading store listing
Example: an app presents itself as having advanced super features but then only offers a basic search engine.
This is a case of misleading communication. Titles, descriptions, or images must be consistent with the actual content of the app.
This is a case of misleading communication. Titles, descriptions, or images must be consistent with the actual content of the app.
Poor user experience/low-quality app
Example: an app has non-functional buttons, layouts that are cut off on small screens, and advertising banners that cover the content.
The user experience in this case is too poor. Confusing navigation, non-responsive layouts, incomplete functionality, or invasive advertising are grounds for rejection from the Play Store.
The user experience in this case is too poor. Confusing navigation, non-responsive layouts, incomplete functionality, or invasive advertising are grounds for rejection from the Play Store.
Publication costs
Publishing costs for Android are generally lower than publishing on the App Store. Let's take a look at them:
- Development cost: €25 one-off fee.
- Transaction fees: The fee is 28-35% in the first year of membership, but subsequently reduces to 10-18%.
Conclusion
Publishing on Google Play Store is a relatively simple process from a technical point of view, but it requires preparation, transparency and attention to detail. Comply with content policies, take care of privacy and data disclosure, verify that the app is technically stable and that the information in the store is consistent and complete: this will increase your chances of approval on the first attempt.
A lot of rejections stem from easily avoidable mistakes—such as broken links, inaccurate descriptions, or misrepresented permissions—that can be prevented with an internal review checklist. Knowing Google Play's rules in advance is the most effective way to reduce publication times, offer users a reliable product, and build a solid presence within the Android ecosystem.
A lot of rejections stem from easily avoidable mistakes—such as broken links, inaccurate descriptions, or misrepresented permissions—that can be prevented with an internal review checklist. Knowing Google Play's rules in advance is the most effective way to reduce publication times, offer users a reliable product, and build a solid presence within the Android ecosystem.
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