Google Play Metadata Policy: App Title, Icon, and Developer Name Rules That Get Listings Rejected

Three fields that carry the most weight

On Google Play, three pieces of metadata do most of the work in search results and browse lists: your app title, your icon, and your developer name. They are also the fields where Google's metadata policy is most specific.

Google says these elements are "particularly helpful for users to find and learn about your app", and then lists exactly what you can't do with them. Teams usually trip over these rules by copying habits from other stores or from ad creatives: an emoji in the title, "#1" on the icon, "50% OFF" in a badge. This guide walks through each rule, with fixes.

The rules in one table

Beyond these field-specific rules, the broader policy bans misleading, irrelevant, excessive, or inappropriate metadata across the description, screenshots, and promotional images, and it doesn't allow unattributed or anonymous user testimonials in descriptions.

App title: 30 characters, written for people

What a compliant title looks like

A good Play title usually follows one of two patterns:

• Brand: core function — "Tally: Habit Tracker"
• Brand – descriptive phrase — "Lumen – Photo Editor & Filters"

Both stay within 30 characters, describe what the app does, and leave room for the short description to carry secondary benefits. For the short and full description fields, see our Google Play short description guide.

Title patterns that get flagged

Google's best practices also ask you to make sure the title and description accurately describe your app's functionality and to avoid repetitive or unrelated keywords. A title that reads like a keyword list may be rejected even if every word is technically relevant.

Custom store listings use the same rules

If you use custom store listings to target countries or segments, each listing can have its own app name, icon, and graphics. The metadata policy applies to every one of them, so a localized title in German or Japanese needs the same scrutiny as your default English one.

Icon: specs plus content rules

The technical spec

Google's icon design specifications for the Play Store listing icon:

Two practical consequences:

1. Don't round the corners or add a drop shadow yourself. Play applies both. Doing it in your asset produces a double-rounded, muddy result.
2. Avoid transparency where possible. Google notes that transparent areas will show the Play UI background color, which changes between light and dark themes.

This listing icon is separate from your app's adaptive launcher icon inside the APK/AAB. Our icon design guidelines cover the adaptive icon side.

What an icon must not show

Google's icon guidance shows four "don'ts" that mirror the metadata policy:

• Ranking indicators — trophies, "#1", stars arranged like ratings, "Top" ribbons.
• Deals or install incentives — "Sale", "-50%", "Free", gift boxes paired with price text.
• Play program indicators — anything that looks like an Editor's Choice badge or a Play award.
• Misleading elements — a red notification dot when there are no messages, a download symbol on an app unrelated to downloads, fake "play" buttons.

Seasonal icons

Swapping in a holiday icon is fine. Adding "XMAS SALE" text to it is not. Keep seasonal changes visual (colors, a hat, snow) and move the offer to promotional content or in-app messaging. Our holiday screenshot refresh calendar has timing ideas.

Developer name: often overlooked

The developer name appears under your title across Play. The same rules apply:

• no emojis or decorative characters ("✓ Verified Apps");
• no ranking or promotion ("Top Free Games Studio");
• avoid ALL CAPS unless it's your legal or brand styling;
• don't imply a relationship with Google Play or another brand you aren't affiliated with.

Keep it consistent with the name on your developer account and your privacy policy. A mismatch can confuse users and complicate other policy reviews.

Screenshots and graphics: the same spirit

The metadata policy explicitly covers screenshots and promotional images as well. The same claims you can't put in the title, such as rankings, awards, or price promotions, also shouldn't be the headline of your feature graphic or screenshot captions. Google's examples of violations include "App of the year", "#1", "Best of Play 20XX", "Popular", "10% off", and "free for limited time only".

A safer pattern for captions is a benefit statement: "Scan receipts in one tap" rather than "#1 Receipt Scanner". Requirements for sizes and the feature graphic are in our Google Play screenshot requirements.

How to audit your listing in 15 minutes

1. Count title characters in every language, including custom store listings. Anything over 30 fails.
2. Search for banned words in title, developer name, and captions: best, top, #1, free, new, sale, % off, award, editor's choice.
3. Check for emojis and repeated symbols in title and developer name.
4. Look at the icon at 48 px. Does anything resemble a badge, dot, ribbon, or price tag?
5. Verify icon specs: 512×512, 32-bit PNG, ≤1024 KB, square corners, no baked-in shadow.
6. Compare claims to functionality. If the title says "AI Photo Editor", the AI features must be real and visible.

If you get a policy rejection

• Read the email and Policy status page in Play Console; it usually names the field.
• Fix all instances, including every translation and custom store listing; partial fixes often lead to a second rejection.
• Resubmit with a short note if the reason was ambiguous, for example explaining that ALL CAPS is your registered brand styling.

Checklist

• Title ≤ 30 characters in every language and custom listing
• No emojis, emoticons, or repeated special characters in title, icon, or developer name
• No ALL CAPS unless part of the brand
• No ranking, price, promotion, or Play program wording or imagery
• Icon is 512×512, 32-bit PNG, sRGB, ≤ 1024 KB, square, no added shadow
• No misleading symbols on the icon
• Screenshot captions use benefit statements, not claims
• Title and description accurately describe functionality

Bottom line

Google's metadata rules are short, specific, and enforced. Write a title that names your brand and function in 30 characters, keep the icon free of badges and offers, and let screenshots and the short description do the persuading.