This article intends to provide further details around our User-generated content policy and is not a substitute for the policy itself. To ensure that you understand and comply with the policy, we recommend that you read the policy in its entirety.
What is user-generated content?
User-generated content (UGC) is content that users contribute to an app, and which is visible to or accessible by at least a subset of the app's users. For example, this can include, but is not limited to, posts on social media platforms, user reviews on eCommerce apps, public groups within messenger apps and similar content.
With UGC, we believe that it is important for users to have control over content they see and interact with. Implementing the right set of moderation tools and abiding by all our content policies within an app will help developers provide a positive experience on apps that allow UGC.
Terms of use and moderation requirements
Any app that hosts UGC, whether a small fraction or the whole app itself, is responsible for implementing and maintaining a robust, effective and ongoing moderation system. If you're a developer offering UGC in your apps, ensure that those apps include the following features:
Your app must have a clear and accessible Terms of Use (aka Terms of Service)Users should be provided with guidelines on posting and consuming UGC before they actually engage with the service. This is to create awareness and set expectations for users by defining objectionable content, and call out unacceptable behaviour when participating in the app. Furthermore, you must design your app to obtain user consent to your guidelines (often in the form of Terms of Use). This process cannot be skipped by the user. Do note that your Terms of Use is separate from your Privacy Policy. It's helpful to make this distinction clear and, if possible, keep these two separated to avoid confusion.
Here is an example of presenting your app's Terms of Use to users:
An app that features UGC must provide abilities to report and block both users and content. Moderation efforts for UGC can vary depending on the experience that the UGC provides. You should review the examples listed in the User-generated content policy to understand the types of moderation required on your UGC platform.
Developers are free to implement the report and block features in a format that is best for their apps as long as they correctly serve their purpose and are readily accessible from within the app. Users should be able to easily identify and access these functionalities. For example, a button which doubles as both a report or block functionality can be confusing if it is not clearly labelled as such.
As a developer, you should always make sure that appropriate actions are taken on reported users or content in a timely manner to minimise potentially objectionable or violative content from being accessed through your app.
If your app is found to violate Play's User-generated content policy because it's missing any of the required reporting and blocking functionalities, re-review your app to ensure those functionalities are available and that they are clearly labelled.
Here is an example of what in-app reporting functionality might look like:
Here is an example of an app with separate functionalities to report and instantly block a user:
Requirements for apps providing incidental sexual content
We've updated our UGC policy to permit incidental sexual content subject to certain requirements. But sexual content is never permitted if it is defined as illegal by applicable law or is child endangerment content.
What is considered incidental sexual content?
Sexual content will be considered incidental and allowed within UGC apps only if the app meets all of our requirements detailed in the Incidental sexual content policy. The sections below explain each of the requirements in more detail. Click on a section to expand or collapse it.
Requirement 1: The app must provide access to primarily non-sexual content- Consider the relative amount of sexual to non-sexual UGC in your app.
- Consider the prominence of sexual content in your app.
Promoting or recommending sexual content is prohibited, and that content will not be considered 'incidental'. Remember that there are many ways for UGC content to be promoted in an app, including but not limited to the following:
- UGC featured on the top page
- UGC pushed to users via pop-ups when user opens the app
- UGC made more visible (for example, highlighted or flashing) relative to other content
- Prominent links to external sites where sexual content may be readily accessible
Here is an example of what promoting sexual content might look like (such content would not be considered incidental):
While an app should not be intended to serve sexual content, it is always possible for a UGC app to be misused by users regardless of its original purpose. Clearly defined user behaviour and timely moderation techniques will therefore help avoid the app being wrongly utilised.
If an app develops a reputation for being misused, it may be removed from Google Play. Developers are ultimately responsible for the content that appears on their apps, so they should continuously strive to ensure that their apps are used in the way they were designed.
Content defined as illegal by applicable law is not considered 'incidental' and is prohibited. Legal requirements for sexual content may vary by country. Consult with your own legal counsel before publishing an app.
Child endangerment content is strictly prohibited regardless of the countries where the app is being published.
Make sure these requirements are covered within the Terms of Use (or similar guidelines) for your app, and any illegal content is promptly removed from your platform.
Visibility and accessibility of incidental sexual content
Even if sexual content is 'incidental' in nature, the way it is displayed to users is subject to additional requirements explained in the Incidental sexual content policy. Incidental sexual content is subject to the following visibility and accessibility requirements.
If your UGC app is providing incidental sexual content, make sure to provide your users the ability to control the type of content they are exposed to. Users should only be exposed to sexual content if they've opted in to see it. Sexual content should not be pushed or recommended to those who may not wish to see it.
Incidental sexual content should be hidden by default behind filters that require at least two user actions (for example, two clicks) before disabling the filter and making the content visible to users.
Consider this example where the user needs to do the following:
- Go to the settings page.
- Click on a Hide mature content tab.
- Uncheck a box to disable the setting.
This example includes three actions before the user can access the content. Removing filters with a single click does not meet the requirements set out in the Incidental sexual content policy.
Here is an example of a UGC app where content is hidden by default and unblocked with at least two user actions:
Children, as defined in the Families policy, are especially vulnerable to dangers of inappropriate content or online predators, and it is important to take steps to keep them safe. Therefore, if your app contains incidental sexual content, you must prevent children from using your app by implementing age screening systems such as a neutral age screen or an appropriate system as defined by applicable law.
For more information on appropriate age screening systems, see Manage target audience and app content settings.