5. App Ads

App ads are considered as a part of your app and their content and distribution process must comply with applicable laws and regulations, as well as standards detailed in this document. Ads must be age-appropriate. If your app displays ads, these ads must only be displayed in the app and they must not contain illegal or misleading content, and cannot be malicious and/or disruptive ads. (Ad content requirements are the same as those on app content. For details, please refer to 4. App Content.)

5.1 Ads in your app must comply with applicable laws and regulations and allow users to identify them as ads.
1) The word "Ad" must be clearly and prominently marked to distinguish ads from other non-ad content to avoid misunderstanding. This word shall also be prominently marked for ads, if they promote products or services via forms including knowledge introduction, experience sharing, and assessment and provide purchase methods including a link to adding the product or service to the shopping cart.
2) App ads must not contain false or misleading information to deceive, mislead, or induce users.
3) For an Internet ad that requires review, the published content must be consistent with the approved version without further cutting, stitching, or modification.
4) For an Internet ad that contains a link, you shall check the ad content consistency between this link and its next-level link.
5) Other requirements on ad content are the same as those in 4. App Content.

Example:

5.2 App ads must not affect user operations, interfere with other apps, or affect device functions. Relevant items that you need to ensure include but are not limited to:
1) Ads are not maliciously and frequently displayed in an attempt to disrupt user experience.
2) Ads are not suddenly displayed in function areas where users usually tap.
3) Ads are not displayed when users press system function keys such as the Back key and home screen key.
4) Ads are not displayed outside your app.
5) Ads are not displayed after your app exits or is closed.
6) Ads are not displayed on the lock screen.
7) Without user consent or request, or with clear user rejection, an ad or ad link must not be included in the email or Internet instant message sent by a user.

5.3 If your app allows users to tap an app ad and be redirected to a third-party app or page, or another ad, your app must clearly specify the tapping area, and perform redirection after users proactively tap the area. Ads must not deceive, mislead, or force users to tap them. Relevant items that you need to ensure include but are not limited to:
1) Ads do not use full-screen images or videos for redirection purposes or download links to induce users to tap them or make it easier for users to tap them accidentally. Do not use two or more types of interactive gestures (such as shaking, swiping, or rotating) for the same ad unit within an app. For example, do not configure an ad unit with both shake-to-open and swipe-to-open triggers at the same time.
2) Ads do not contain any text, image, or video link that induces users to go to other pages.

Example1:

Example2:

3) Ads do not deceive, mislead, or force users to download, install, or use third-party apps, by means including but not limited to using guidance that does not clearly indicate app downloads, for example, "Start game now", "Claim gift", "Phone lags", "Too much power consumption", and "Memory full".
4) Ads do not use bonus points, rewards, offers, or other benefits to deceive or mislead users to provide their personal data, including but not limited to their ID card numbers, faces features, and fingerprints.
5) Ads do not contain content that may cause children to tap unintentionally.

5.4 App ads must ensure that they can be closed by users when they tap on a clearly defined close button. Relevant items that you need to ensure include but are not limited to:
1) Ads do not provide a false, invalid, or unnoticeable (for example, too small or concealed) close button.
2) Ads do not include a misleading close button.
3) Ads do not display the close button after a period of time or when the countdown ends.
4) Another ad is not displayed after users have closed one.
5) Ads do not force users to enter their personal data to close them.

5.5 App ads must clearly indicate its downloading behavior and begin downloading only upon user consent. They must not forcibly download apps or download bundled apps. Relevant items that you need to ensure include but are not limited to:
1) Ads do not automatically download, install, or use third-party apps upon tapping.
2) Download tasks triggered by ads can be paused or canceled.
3) Download tasks that have been paused or canceled are not automatically resumed when users close and run your app again.
4) Apps downloaded, installed, or used by ads are the same as those the ads have promoted or committed to users.

5.6 App ads must not promote content relevant to other mobile platforms.