Google updates Developer Program Policies to fight incentivized app ratings, reviews and installs

Google has taken various steps over the years to try to combat dangerous apps in the Play Store, but this is far from being the only problem Google Play suffers from. There is also the ongoing issue of fake app reviews, incentivized activity, and other means of user manipulation.

Having already put in place some measures to crack down on such activities, Google is now updating its Developer Program Policies. It warns developers that they must "not attempt to manipulate the placement of any apps in the Store" and while banning the bribing of users is nothing new, here Google is aiming to provide additional clarity.

Google defines incentivization as offering "money, goods, or the equivalent in exchange for" ratings, reviews or installs. Clearly there are instances in which promoting an app could be seen as incentivization, but Google will differentiate between legitimate promotion and abuse.

We've observed instances where incentivized installs are utilized solely to manipulate the placement of apps in Google Play; these instances are a policy violation. However, we also recognize that incentivized installs can be a legitimate user acquisition channel for some developers. In order to recognize these two distinct use cases, we are taking the following approach:

• Whilst we won't automatically remove apps from the store just because they utilize incentivized installs as one of their user acquisition channels, we will monitor for, and take action against behaviour that compromises the integrity of the store.
• To address those whose intent we perceive is to manipulate the placements of their apps, we will monitor and filter incentivized installs in our systems, including removal from the top charts. If warranted, identified apps also may be removed from the Store.

In its updated policies, Google says:

"Developers must not attempt to manipulate the placement of any apps in the Store. This includes, but is not limited to, inflating product ratings, reviews, or install counts by illegitimate means, such as fraudulent or incentivized installs, reviews and ratings".

The company goes on to give examples of the types of activity that would be deemed violations of the policies:

• Asking users to rate your app while offering an incentive.
• Repeatedly submitting ratings to influence the app's placement on Google Play.
• Submitting or encouraging users to submit reviews containing inappropriate content, including affiliates, coupons, game codes, email addresses, or links to websites or other apps.