UK Marketing Google Play Store Policy Updates: Generative AI Apps, Health Apps & User Data Privacy

Google issured Google Play Store Policy Announcement on October 25, 2023.

Developers will be granted a minimum of 30 days from October 25, 2023, to align their applications with the forthcoming policy changes. For specific deadlines and additional resources, developers are advised to refer to the Policy Deadlines page.

This article will summarize the key updates and how to improve your apps in Google Play Store.

New Policies for Generative AI Apps

Google Play Store is placing an increased emphasis on the safety of AI-generated content. This encompasses content created by generative AI models, such as text-to-text conversational AI chatbots and images generated by AI from various prompts. 

In line with Google Play's Policy Coverage, apps that utilize AI to generate content must adhere to existing Google Play Developer Policies. This includes the prohibition and prevention of generating Restricted Content, which covers content that could potentially enable deceptive behavior or facilitate the exploitation or abuse of children.

To further ensure user safety, these apps must now incorporate in-app user reporting or flagging features. These features will allow users to report or flag offensive content directly to developers without leaving the app. User reports can then be utilized by developers to improve content filtering and moderation within their apps.

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It is notable that this Policy will be effective January 31, 2024.

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New Polycies for Health Apps

The Google Play Store is introducing a new Health App policy within the "Health Content and Services" framework to establish stringent requirements for health-related applications. These updates align with the latest public health guidance to ensure user safety and legal compliance and will be effective May 31, 2024.

Privacy and Disclosure Standards

Health apps must feature a privacy policy both in the Play Console and within the app, accessible via a public URL. This policy should thoroughly detail the handling of personal and sensitive user data, including collection, usage, and sharing practices. Apps must also adhere to prominent disclosure and consent requirements for any regulated functionality or data.

Scope of Health App Policy

Even apps not primarily focused on health but featuring health-related functionalities must comply with the Health App policy. Such apps must transparently show the link between their core functions and the health data they collect.

Additional Requirements for Specific Categories

• Government-Affiliated Health Apps: Developers must submit proof of eligibility if the app is developed in affiliation with a government or recognized healthcare entity.
• Contact Tracing/Health Status Apps: These apps must provide necessary information through the Play Console's "contact tracing and health status apps" section.
• Human Subject Research Apps: Health research applications must comply with rules and regulations, including obtaining informed consent and securing approval from relevant ethics committees.
• Medical Device or SaMD Apps: Apps classified as medical devices or Software as a Medical Device (SaMD) must have regulatory approval or clearance, which must be provided upon request.

Health Connect Data

Data accessed via Health Connect Permissions is considered sensitive and is subject to the User Data policy and additional requirements.

Prohibited Content

• The sale or purchase of prescription drugs without a prescription is strictly prohibited.
• Apps cannot promote or sell unapproved substances, regardless of claims of legality.

Health Misinformation and Medical Functionalities

Apps with health misinformation or medical functionalities that contradict medical consensus or could be harmful are not permitted. For instance, oximeter apps must rely on external hardware and include disclaimers about their intended use.

Payments for Clinical Services

Google Play's billing system should not be used for transactions involving regulated clinical services.

Developers should review these updates to ensure their health apps meet the new standards set by Google Play's policies.

Google has also provided reminders regarding the use of Play Billing Library version 5, the target API levels for new apps and app update submissions, the declaration form for apps targeting Android 14 and above, and the new account deletion requirement.

User Data Privacy

Photo and Video Permissions

In a move towards a more privacy-centric experience, Google is introducing the Photo and Video Permissions policy. This policy limits the number of apps permitted to request broad photo/video permissions (READ_MEDIA_IMAGES and READ_MEDIA_VIDEO). Apps can only access photos and videos for purposes directly related to their functionality.

Full Screen Intent Permission

Google is introducing new limitations for the USE_FULL_SCREEN_INTENT permission, changing it to a special app access permission for apps targeting Android U (API level 34) and above.