Google Play Store makes policy exception after pulling plug on MobiKwik for Aarogya Setu 'ad'

“Our policies require that apps containing links to external sites or other apps should be correctly labeled, so it is clear for the user,” a Google spokesperson told CNBC-TV18.

But after the confusion over whether a link to Aarogya Setu warranted being labelled an ad, Google has decided create a new label, which will require having an icon depicting an external link.

“All apps in India can promote the Aarogya Setu app while complying with policies,” Google said.

MobiKwik CEO Bipin Preet Singh first brought the action against the app to notice in a tweet.

Google, however, said that when apps are in violation, “we first notify the developer and only take action if the violation is not resolved. We act swiftly to help them resolve the problem through our appeal process.”

MobiKwik was restored to the Play Store after it removed the link to the Aarogya Setu app.

But it remained unclear whether apps containing a link to Aarogya Setu can be termed as an ad.

Apps of many financial services companies added a link to Aarogya Setu after the Reserve Bank of India, in a communication on April 15, requested the financial ecosystem to promote the government initiative.

In January 2016, Google told developers that users will start to see the "Ads" label on apps that contain advertising. After this move, developers are now required to sign in to the Play Developer Console and declare whether their apps contain ads, such as ads delivered through third-party ad networks, display ads, native ads, and/or banner ads.