Google Play better Ads Experiences policy: fixes and checks

Full-screen ads need to fit a natural break in the experience. Google prohibits unexpected interstitials that interrupt an action the user has just chosen, including the beginning of gameplay or content.

What to check

Review launch, level start, content opening, and transitions. Full-screen video interstitials before the loading screen are prohibited. Check whether ordinary full-screen interstitials can be closed after 15 seconds.

The policy includes exceptions for explicitly opted-in rewarded ads and certain non-interrupting placements. These exceptions don’t remove other rules on deceptive or inappropriate advertising.

How to address the rejection

Move interstitials to suitable breaks, such as a completed activity, and remove placements before the intended action begins. Configure close timing to match the rule for your format and placement.

Test with long creatives and slow connections. Record where the user taps, when the ad appears, and when dismissal becomes available. An ad being closeable eventually doesn’t fix an unexpected placement, so address timing and positioning separately.