Google Lays Out New Rules Against Intrusive Ads

Google is setting new rules and policies requiring the sites to stick to better ad standards. This foundation has been laid out by the ‘Coalition by Better Ads.’

Here are a few key points regarding the new rule or policy against intrusive ads.

  • If an ad takes the user to a site that doesn’t meet the better standards of ads, Google will reject the ad.
  • Google will send out an email to all brands to inform them about the new rules, so they would have a month to modify their ad campaigns to ensure that they adapt to the change.
  • Google will create an ‘Ad Experience Report’ to inform brands whether their landing pages are fulfilling the requirements of the new ad policy or not.
  • Video ads with an automatic sound play, ads covering more than 30% of the vertical height of the page, and flashing animated ads are the ones that Google considers as those that don’t follow Google’s new guidelines.

Who Will Keep An Eye On the Gatekeeper?

Google has the ultimate power to make new policies regarding ads that can change the entire dynamic of the ad industry. So, another critical point to ponder is ‘Who would keep the check and balance on Google then? 

About a week ago, Google blocked “Truth Social” from the Play Store because of the violent content it contained on the app. The move was popular among many; however, it also got criticized by its advocates. Because of the 18-month absence, Parler was also put back after it took measures to screen and monitor its content.

According to MIT Technology Review, Google also erratically implements bans on categories like Stalkwalker.

Why Do New Rules or Policies of Google Matter?

It is a good practice and strategy for Google to implement coalition standards on intrusive ads, considering how much it earns through every search user.

If you look at the stats of Google’s Ad revenues, per search user, from 2020 to 2024, the revenues are increasing yearly. In 2020, it was reported to be around $253.92, $350.30 in 2021, $393.22 in 2022, and $419.62 in 2023. In 2024, it is expected to increase further to $441.42. However, the percentage change is gradually decreasing every year. From 23.9% in 2021, it has reduced to 9.5% in 2022 and 8.6% in 2023.

Such changes are welcomed by users. However, internet users find website ads more annoying than those ads they get to see on social media or TV.

This problem is even more noticeable on mobile. We see that 42% of mobile users have reported that there is too much advertising, and it can be disruptive for them to use the internet this way. However, 36% of them were US users. 

Which New Google Policies Will Kick In?

Since Google aims to give the best user experience to its consumers, it has announced new policies which will go into effect during different periods to give developers some time to make significant changes.

Here is a list of some new ad policies to show how Google is taking action to improve the user’s experience.

VPN Service

This policy prohibits companies or brands from tracking user data using VPN services on Android. It won’t affect VPN apps, but researchers say it will be a hurdle when tracking the blockers. However, the company said that it doesn’t think any such thing would happen, but it will continue reviewing the effects.


According to this policy, Google will shut down all unauthorized apps which show any association with government, businesses, or companies. It restrained apps from using icons of Government organizations or companies when they were not authorized to do so.

Flag Secure Requirements

This policy is for those developers who don’t want others to record their content on the screen or take screenshots. So, according to Google’s policy, if you try to record or capture the screen, it will appear blank. It is pretty common among streaming apps. So, most apps are not allowed to avoid this flag in an attempt to record the screen except those rare apps like Screen Recorder, which have access to the accessibility tools.

Health Misinformation

This policy will block any app that gives health information or advice against the medical consensus. The aim is to protect the health of the user. Various apps advocating harmful practices and poor treatment methods have now been removed from the Play Store.

Better Ad Experience

The ads that pop up in the games annoy most users, and Google wants that to improve. This policy will help block any full-screen ad, users can’t skip after 15 seconds of watching. It is also planning to block those ads which appear before the app loads, when the user starts playing a game, or even during the gameplay.

Wrapping Up 

Just like a grocery store won’t reward a supplier who sells expired products, Google is taking action against those website owners who are providing a poor user experience to the consumer by making them click on the ad unwantedly. It would only make the consumer click less on the ads they see on the internet while browsing because of their previous bad experiences.

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