According to this new policy, companies have fewer ways they can advertise through the apps which now “must not add homescreen shortcuts, browser bookmarks, or icons on the user’s device as a service to third parties or for advertising purposes”. Ads appearing in notifications have also been restricted to certain special scenarios, and changes to the users" phone done by apps must be clearly noted and easily reversible. Developers have 30 days to abide by these new rules or risk having their apps removed from the Play Store.
Some may wonder how is it that Google, a company best known for shoving ads in users faces whatever they do, could come up with what seems to be a very restrictive policy, compared to previous versions. And it all comes down to user experience, with the company trying to improve and simplify UX for all its Android users.