Deceptive Behavior — Deceptive behavior

Any UI pattern designed to mislead a user into an action they didn't intend — a fake "close" button that installs something, or fake system dialogs — falls under this policy regardless of intent.

Commonly caused by monetization SDKs (ad networks) injecting deceptive full-screen interstitials, which the developer may not have directly designed but is still responsible for.

The short version, in more detail

The deceptive-behaviour policy covers any interface pattern designed to mislead users into actions they did not intend, such as a fake close button that installs something or a fabricated system dialog. Intent is not the test. Many cases come from monetisation SDKs that inject deceptive full-screen ads which the developer never designed but remains responsible for.

Why this rule exists

Trust in what appears on screen is basic to using any device. If an app can make a button look like it closes something while it does the opposite, users can no longer rely on what they see. Deceptive patterns can lead to unwanted installs, charges and permissions. The policy holds developers accountable for the entire experience, including third-party components, because users cannot tell which part came from where.

What this guideline covers

• Fake buttons, dialogs and controls.
• Misleading claims about what an action will do.
• Deceptive ads shown by SDKs.
• Interface elements that mimic the system.

What usually triggers this rejection

• A close button that triggers an install.
• Ads that look like part of the app and mislead.
• Fake warnings used to drive purchases.
• Hidden charges behind a misleading prompt.
• An SDK that injects deceptive interstitials.

How reviewers evaluate it

• Reviewers use the app looking for misleading interaction patterns.
• Automated checks detect known deceptive ad behaviour.
• User reports flag problem interfaces.
• The developer is held responsible for included SDKs.

Common misunderstandings

• Not designing the deceptive element yourself does not remove responsibility.
• Aggressive design is different from deception, but the line is judged by effect on users.
• Small apps are subject to the same rule.

Common questions