Google has unveiled a series of updates to its Play policies aimed at bolstering user privacy and safeguarding businesses from fraudulent activities. Announced this week, these changes coincide with the revelation that the tech giant blocked or removed more than 8.3 billion ads worldwide and suspended 24.9 million accounts in 2025.
Android Privacy Improvements
The latest policy enhancements focus on contact and location permissions within Android, offering a more privacy-conscious approach to third-party app access. A notable addition is the Contact Picker, a secure, standardized interface that allows users to grant apps access only to selected contacts.
This development aligns with Android’s commitment to transparency and reduced permission levels. Previously, apps using the READ_CONTACTS permission accessed all contact data. The update in Android 17 allows apps to specify necessary contact fields, such as phone numbers or email addresses, minimizing data exposure.
Location Data Control
Google’s policy revisions also introduce a streamlined location button in Android 17, allowing apps to request one-time access to precise location data. This feature empowers users to control the information they share and the duration it’s accessible. A persistent indicator will notify users each time a non-system app accesses their location.
Developers are encouraged to assess their apps’ location data usage, ensuring requests are limited to essential data only. Apps targeting Android 17 and employing precise location services must incorporate the location button by adding a specific flag in the manifest. A Play Developer Declaration may be required to justify the need for persistent location access.
Combatting Malvertising with AI
Amid these Android ecosystem changes, Google is leveraging its Gemini AI model to enhance ad safety. This AI technology detects and blocks malicious ads, catching over 99% of policy-violating ads before they reach users.
According to Keerat Sharma, Google’s vice president and general manager of Ads Privacy and Safety, the AI’s improved understanding of intent allows it to preemptively block deceptive content. In 2025, Google removed 602 million ads and 4 million accounts linked to scams, restricted over 4.8 billion ads, and actioned 480 million web pages for policy violations.
Google’s ongoing efforts to combat bad actors using generative AI for deceptive ads continue, with plans to expand instant review capabilities to more ad formats. As Google advances its protective measures, the tech landscape may witness a significant reduction in fraudulent online activities.
