Google Play to Introduce New Safety Section for Apps

Following the introduction of privacy labels by Apple’s App Store, Google has announced similar changes for its mobile app marketplace, Google Play. The company intends to launch a new “safety” section next year.

This upcoming feature will mandate that app developers disclose the types of data their applications gather, how this data is secured, and its intended usage.

Data Disclosure Requirements for Developers

Developers will be required to specify the personal information collected from users, such as names and email addresses. They must also indicate if the app accesses device information like precise location, media files, or contacts.

Furthermore, apps will need to clarify how collected data is utilized – whether for improving app functionality or for personalization purposes.

Highlighting Security and Privacy Practices

Developers who already implement robust security and privacy measures will have the opportunity to showcase this within their app listings.

Google plans to introduce new elements detailing data encryption practices, adherence to the Google Families policy for child safety, independent third-party verification of the safety section, and user control over data sharing.

Apps will also be obligated to provide access to their complete privacy policies.

Key Differences from Apple’s Privacy Labels

While inspired by Apple’s approach, Google’s additions differ in several key aspects. Apple’s labels primarily focus on data collected for tracking and its connection to the user.

Google’s focus appears to be on establishing trust by allowing developers to demonstrate responsible data handling and adherence to security best practices.

The new system also provides developers with a platform to justify their data collection practices directly on the app listing page.

Independent Verification of Data Labels

Google will permit independent verification of app data labels. This could enhance user confidence in the accuracy of the disclosed information, assuming trusted organizations conduct the verifications.

Early criticism of Apple’s privacy labels centered on inaccuracies, which often went unchecked.

Rollout Timeline and Developer Preparation

These new features are scheduled for release in Q2 2022. Google is announcing the plans now to provide developers with ample time to prepare for the changes.

A Note of Irony

There is a degree of irony in this privacy announcement coming from Google.

The company was notably slow to implement privacy labels for its own iOS applications, requiring significant time to review and revise the content and disclosures.

Despite initially promising a “soon” rollout, many of Google’s top apps experienced prolonged periods without updates to comply with App Store policies.

Past Criticism and Shifting the Narrative

It took Google months to provide labels for its flagship apps, and the initial releases were criticized – notably by DuckDuckGo – for the extensive data collection practices of apps like Chrome and the Google app.

The introduction of a safety section in Google Play presents an opportunity for Google to reshape the conversation.

Focus on Trust, Not Just Privacy

This isn’t solely a privacy initiative; the changes aren’t even termed “privacy labels.” Instead, the goal seems to be enabling developers to demonstrate the trustworthiness of their apps regarding data handling.

The emphasis is on assuring users that data is being managed responsibly, rather than simply avoiding data collection altogether.

Consumer Reception and Broader Context

The consumer response to these changes remains to be seen. Apple has successfully positioned itself as a privacy-conscious company, offering features that empower users with control over their data.

This is a challenging narrative for competitors to counter, particularly given the prevalence of data breaches, mishandling of personal information, and concerns about government surveillance and the adtech industry.

Enforcement and Compliance

Google states that non-compliant apps will be required to address violations or face policy enforcement. The specific enforcement mechanisms and potential consequences, such as app update pauses, have not yet been detailed.

The company confirms that its own applications will also be subject to these requirements, including the sharing of information and a privacy policy.