Google Play metadata policy: the words and claims you can’t use in your listing (2026)
“#1”, “best”, “free for a limited time”, emojis in your title, unattributed testimonials. What Google’s metadata policy actually bans, where it applies, and how to rewrite a listing that breaks it without losing keywords.
Key takeaways
- Your title is limited to 30 characters and can’t contain emojis, emoticons, repeated special characters or ALL CAPS (unless your brand is written that way).
- Ranking and award claims (“#1”, “App of the year”, “Best of Play”) and price promotions (“10% off”, “free for limited time only”) are banned across your metadata.
- Unattributed or anonymous testimonials and repetitive or unrelated keywords also break the policy.
- Rewriting a non-compliant title is usually a ranking opportunity: replace the claim with a keyword people actually search.
Most listing rejections and quiet visibility problems we see from indie developers come from the same handful of habits: a trophy emoji in the title, “Best” or “#1” in front of the app name, a “50% OFF” badge baked into the icon, or a description that ends in a block of comma-separated keywords. Google’s metadata policy covers all of these, and it applies to every app on Google Play.
This guide summarises what the policy says, quoting Google’s own help page, and shows how to rewrite each problem without giving up search visibility.
Where the policy applies
Google applies the metadata policy to your app title, icon, developer name, short description, long description, screenshots, feature graphic and promo video. The strictest rules are for the three things people see in search results before they ever open your listing: the title, the icon and the developer name.
| Field | Limit | Most common violation |
|---|---|---|
| App title | 30 characters | Emoji, “#1”, “Best”, ALL CAPS |
| Icon | 512 × 512 PNG | Discount badge, fake notification dot, ranking text |
| Developer name | — | Keyword stuffing, “Top apps” |
| Short description | 80 characters | “Download now!”, price promotions |
| Long description | 4,000 characters | Keyword lists, unattributed testimonials |
What’s banned in your title, icon and developer name
Google’s policy lists several things that are not allowed in these three fields. In plain terms:
- Emojis, emoticons and repeated special characters (for example “★★★” or “!!!”).
- ALL CAPS, unless your brand name is genuinely written that way.
- Misleading symbols in icons. Google’s own example is a new-message dot when there are no new messages.
- Text or imagery that indicates store performance or ranking, or suggests a relationship with a Google Play program.
What’s banned everywhere in your metadata
Some claims are banned in every field, including screenshots and descriptions:
- Store performance or ranking claims, such as “#1”, “App of the year” or “Best of Play”.
- Price and promotional information, such as “10% off” or “free for limited time only”.
- References to Google Play programs, such as “Editor’s choice”.
- “Unattributed or anonymous user testimonials”: a quote with no name or source.
- Repetitive or unrelated keywords, and metadata Google describes as “misleading, improperly formatted, non-descriptive, irrelevant, excessive, or inappropriate”.
- Sexually suggestive imagery, profanity, graphic violence and depictions of illicit drug use.
Rewrite examples
“#1 Budget Planner 💰 Best Money App”
“Pennywise: Budget Planner”
An icon with a red “50% OFF” ribbon across the corner.
A clean icon, plus a time-limited offer submitted as Promotional content in Play Console.
“Keywords: sleep, sleep sounds, sleep app, white noise, rain sounds, fan noise, baby sleep, sleep timer”
“Fall asleep faster with 60+ sleep sounds, from soft rain and ocean waves to fan noise and brown noise. Set a sleep timer and the sound fades out on its own.”
“The best app I’ve ever used!” – happy user
Drop the quote, or attribute it to a named publication or award you can link to.
What happens if you break it
Google can reject an update or take action on the listing. In practice, most developers find out when a listing update is rejected and the app stays on its old metadata until a compliant version is approved. Repeated policy violations count against your developer account, so it is worth fixing problems before Google finds them.
- Lead your title with your brand and one high-value keyword.
- Describe what the app does, for whom, in plain words.
- Use Promotional content for time-limited offers.
- Write descriptions in full sentences; let keywords appear naturally.
- Re-read every field when you localise: translators sometimes add superlatives.
- Use “#1”, “best”, award claims or chart positions anywhere in metadata.
- Put prices or discounts in your title, icon or screenshots.
- Add emojis or decorative symbols to your title.
- Paste keyword lists at the bottom of your description.
- Quote anonymous reviews.
Fix it without losing rankings
Changing your title or short description can move your keyword rankings, in either direction. Before you submit a compliance fix, write down where you rank today for your main keywords in each country. After the update goes live, watch those positions daily for at least two to three weeks so you can tell a policy fix that cost you a keyword from normal day-to-day movement.
+Can I use “free” in my Google Play title?
Treat it as off-limits. Google’s policy bans price and promotional claims in metadata, and agencies reported “free” among the terms no longer accepted in titles. Mention pricing in your long description instead.
+Is my brand name allowed in ALL CAPS?
Yes, if your brand is genuinely written that way. Google’s policy makes an exception for brand names.
+Can I mention awards in my description?
Claims that suggest a Google Play program or award, such as “Editor’s choice” or “Best of Play”, are banned. Avoid award language unless Google’s own program rules allow it.
+How long is the Google Play title limit?
30 characters, including spaces.
Sources
Specifications and figures are as published by Google and the listed sources at the time of writing; check Play Console for the latest.
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