App Store & Google Play guidelines, explained.
A plain-English reference to the 35 rules that most often get apps rejected. Each page explains what the rule means, exactly what triggers it, and how to fix it — then lets you check your own app in seconds.
App Store Review Guidelines
23 guidelinesSafety
Objectionable content
Apps must not include defamatory, discriminatory, or mean-spirited content, or content that encourages illegal or reckless behavior.
Guideline 1.2User-generated content moderation
Apps with user-generated content must include a content filter, a way to report offensive content, a way to block abusive users, and published contact info.
Metadata
App completeness
Submissions must be final, complete versions with all metadata and working URLs. Provide a working demo account and any hardware/setup needed to review features behind a login.
Guideline 2.3.1Hidden or undocumented features
The app must not contain hidden, dormant, or undocumented features. What you describe must match what the app does.
Guideline 2.3.2Screenshots must show the app in use
Screenshots should show the app actually running on the device, not marketing splash art or concept mockups.
Guideline 2.3.3Accurate, correctly sized screenshots
Screenshots must reflect the actual app and use the correct device dimensions. Excessive text/marketing overlays or wrong sizes get flagged.
Guideline 2.3.7Inappropriate keywords
Keywords must be relevant. Do not use competing app or company names, trademarked terms you don't own, celebrity names, or irrelevant popular terms to game search.
Guideline 2.3.8Accurate name, subtitle, icon
Metadata must be accurate. No placeholder text, no keyword stuffing in the name/subtitle, no misleading claims, and keep names concise.
Guideline 2.3.10Irrelevant / non-App-Store info in metadata
Metadata must not include references to other platforms, pricing/discount info, or terms like 'beta', 'test', 'demo', 'trial version'. Keep metadata focused on the App Store audience.
Guideline 2.3.12Accurate 'What's New' / promotional text
Version release notes and promotional text must accurately describe the update. No placeholder ('bug fixes' when there are major changes is fine, but not lorem/TODO) and no unrelated marketing.
Business
In-app purchase for digital goods
Unlockable features, digital content, and subscriptions consumed in the app must use Apple's in-app purchase. Don't direct users to an external purchase method for digital goods, or mention prices that imply outside payment.
Guideline 3.1.2Subscriptions must disclose terms
Subscriptions must clearly state price, billing period, what's included, and how to cancel, both in the app and metadata.
Design
Copycats
Don't copy another app's name, look, or content, or ride on another app's popularity. Impersonating a well-known brand or app is a rejection.
Guideline 4.2Minimum functionality
Apps must include features, content, and UI that go beyond a repackaged website or a thin utility. Marginally-useful or template apps get rejected.
Guideline 4.3Spam / duplicate
Avoid piling on a category with a marginally different app, or spamming metadata. Apps should offer unique, differentiated value. Repeated near-identical submissions trigger a 4.3(a) spam rejection.
Guideline 4.8Login services / Sign in with Apple
If the app offers third-party or social login (Google, Facebook, etc.) as its only/primary sign-in, it must also offer an equivalent privacy-focused option such as Sign in with Apple.
Privacy
Privacy policy required
Every app must include a link to its privacy policy. Apps that collect any user data need a clearly accessible privacy policy.
Guideline 5.1.1Data collection must match the App Privacy label
The App Privacy 'nutrition label' must accurately declare every data type the app collects. Collecting data you did not declare is a rejection (and can trigger removal).
Guideline 5.1.1(v)Account deletion
Apps that let users create an account must also let them initiate deletion of the account (and their data) from within the app.
Guideline 5.1.2Permission purpose strings & data use
Requesting access to sensitive data (location, camera, mic, contacts, photos, health) requires a clear purpose string explaining why. Data may only be used as disclosed, and not shared without consent.
Guideline 5.1.5Location services
Use location only for features that directly benefit the user. Don't require location that the app's core function doesn't need.
Legal
Intellectual property
Only use content you created or are authorized to use. Don't use protected third-party material (logos, trademarks, copyrighted media) without permission.
Guideline 5.3.4Real-money gaming & contests
Apps offering real-money gaming, lotteries, or contests need appropriate licensing/permissions for each region and must restrict them to legal territories.
Google Play Policies
12 policiesUser data
User Data / Data Safety
The Data safety form must accurately disclose what data the app collects and shares and why. Collecting or sharing data not declared in Data safety is a policy violation. Sensitive data needs a privacy policy and prominent disclosure + consent.
Play policyBackground Location
Accessing location in the background requires that the feature delivering user value is clear, disclosed prominently, and consented to. Apps must pass a background-location review.
Play policyAccount deletion
Apps that let users create an account must provide an in-app path to request account and data deletion, and also a web URL for deletion discoverable outside the app.
Deception
Deceptive Behavior
Apps must not misrepresent their function or provide a deceptive/nonfunctional experience. Metadata, claims, and behavior must match what the app actually does.
Play policyImpersonation
Don't impersonate any person, brand, developer, or app, or imply an affiliation/endorsement that doesn't exist. Don't copy another app's icon, name, or listing.
Play policyMalware & Mobile Unwanted Software
Apps must not contain or enable malicious/unwanted behavior: hidden downloads, misleading ads, data theft, or code that behaves differently than described.
Content
Spam & Minimum Functionality
Apps must provide a baseline of stability, usability, and value. Repetitive, copycat, or low-value 'webview wrapper' apps are treated as spam.
Play policyRestricted Content
Content must respect Play's restrictions on sexual content, violence, hate speech, bullying, dangerous/illegal activities, and regulated goods (gambling, alcohol, drugs, firearms).