Google has announced a major set of updates spanning its advertising ecosystem and Android operating system, highlighting both large scale enforcement actions and new privacy focused policy changes. The company revealed that in 2025 it blocked or removed over 8.3 billion ads globally while also suspending 24.9 million advertiser accounts linked to policy violations. Alongside these enforcement figures, Google introduced new Android 17 privacy and security enhancements designed to give users greater control over personal data while tightening requirements for app developers across its platform.
According to Google, the latest Play policy updates focus on improving user privacy and reducing unnecessary data exposure, particularly around contact and location access. A key feature introduced in Android 17 is a new Contact Picker, which provides a standardized, secure, and searchable interface for selecting contacts. This system allows users to grant apps access only to specific contacts instead of exposing the full address book. Previously, apps relied on the READ_CONTACTS permission, which granted broad access to all stored contact information. Under the new framework, apps must specify only the required fields such as phone numbers or email addresses, significantly reducing the scope of data access. Google noted that READ_CONTACTS will now be restricted to apps that cannot function without full contact access, and developers targeting Android 17 and above are encouraged to remove it unless absolutely necessary. In cases where full access is required, developers must submit a Play Developer Declaration through Play Console explaining the need for such permissions.
The update also introduces changes to location permissions through a redesigned location access system in Android 17. A new streamlined location button allows apps to request one time access to precise user location, giving users more control over how and when their data is shared. A persistent indicator will also appear whenever a non system app accesses location data, increasing transparency around background usage. Developers are required to ensure that apps request only the minimum necessary location data, and those needing precise location for temporary actions must implement the location button using the onlyForLocationButton flag. Apps requiring continuous precise location access must also submit justification through Play Console via a Developer Declaration. Google has stated that pre review checks for these policies will begin in October 2026, while the full declaration process will become available earlier in the year.
In addition to privacy enhancements, Google is introducing a native account transfer feature within Play Console to improve security and reduce fraud in app ownership changes. The company has warned against unofficial transfers such as sharing login credentials or trading accounts on third party marketplaces, stating that such practices are not permitted due to security risks. Developers are advised to use the official transfer mechanism starting May 27, 2026. Alongside these platform updates, Google is strengthening its advertising safety systems using its Gemini artificial intelligence model. The company reported that more than 99 percent of policy violating ads in 2025 were detected and blocked before being shown to users. It also removed or blocked 602 million ads and 4 million accounts associated with scam related activity, restricted 4.8 billion ads, and took action against over 480 million web pages serving harmful or prohibited content, including malware, gambling, and explicit material.
Google noted that attackers are increasingly using generative AI to create deceptive advertising content at scale, and Gemini is being used to identify and block such activity in real time. The company also highlighted improvements in automated ad review systems, particularly within Responsive Search Ads, where most content is now evaluated instantly and harmful material is blocked at the submission stage, with further expansion of these protections planned across additional ad formats.
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