Google Play restricts full-screen ads at unexpected moments, ads disguised as system notifications, and ads that appear outside the context of your app (like on the home screen when the app is closed).
Very common with aggressive ad SDKs configured for maximum fill rate — interstitials on every screen transition, or out-of-app ads that appear even when the app isn't open.
"Your app displays ads outside of the app's normal UI or when the app is not actively being used, which is not permitted under the Ads policy."
The Ads policy limits how advertising is presented. It restricts full-screen ads at unexpected moments, ads that resemble system notifications and ads that appear outside the context of the app, such as on the home screen when the app is closed. The aim is to keep ads from disrupting the device and from tricking users, and it often affects apps configured for maximum ad revenue.
Ads fund a large part of the Android ecosystem, but aggressive placement damages the experience of the whole device. When ads appear unexpectedly or pretend to be something else, users lose trust in apps in general and often uninstall. Google sets boundaries on where and how ads appear so that monetisation does not come at the cost of control over the phone, particularly outside the app that earns from them.
Yes, but not at unexpected moments or in ways that interfere with use.
Ads disguised as system notifications are not allowed.
They are generally accepted when the user chooses to watch, within the policy.
Platform rules change often. This page is a plain-language explanation written by AppReviewFix, not official guidance. Check the current Google Play Developer Policy Center for the exact wording.