Brand Suitability
Part of Gaming advertising formats
Choosing an ad format that does not misrepresent a reward
Decide when a rewarded ad fits, separate the game benefit from an advertiser offer, and check that the player sees the true earning condition.
Use a rewarded format when the player can see the benefit offered and the action that earns it before the ad appears. If the creative promotes an advertiser’s separate offer, make clear whether that offer connects to the game’s reward. A full-screen ad containing the word “reward” does not itself create a rewarded ad flow.
Identify the two possible promises
The publisher’s reward is what the game or app gives the player for the disclosed ad action. The advertiser’s offer is what a brand may provide at a destination under its own terms. Show which promise applies at each step.
If watching the ad earns an in-game item, do not imply a tap, install or purchase is also needed unless that is genuinely part of the disclosed condition and permitted by the supply path.
| Proposed experience | Format to consider | First question |
|---|---|---|
| A player chooses to view an ad for a specified in-game item | Standard rewarded unit | Are the action and reward disclosed before opt-in? |
| A benefit is offered at a transition | Rewarded interstitial, if available | Is there an introductory screen and a clear chance to decline? |
| A brand offers a discount at its own site without a game benefit | Ordinary ad | Are the offer conditions clear and separate from the game? |
| The benefit or earning condition cannot be described accurately | Pause the rewarded proposal | What must change in the offer or implementation? |
Format availability and reward rules depend on the seller and network.
Check the applicable reward rules
Check the current Google AdMob and Ad Manager reward policies for the unit you plan to use before selecting a format.
Ask the publisher to demonstrate the prompt, ad, skip or close behaviour and reward grant as one player flow. Ask how failed loads and interrupted sessions are handled.
If the promised benefit cannot be delivered under the disclosed condition, revise the benefit or use a format without a reward promise.
Check the overall impression in Australia
The ACCC accepts reports about possible misleading or false claims and can require businesses to back up claims they make about their products or services. It does not resolve individual disputes or provide legal advice.
Consider whether a prominent “free reward” claim paired with a hidden purchase condition could mislead even if the condition appears later.
Read the prompt, creative and destination as one sequence. Make optional advertiser actions clearly optional. Keep reward-earned events, ad clicks and later customer actions separate in reporting so an incentive is not mistaken for interest in the offer.
Select the format when the visible promise, permitted reward and proposed grant rule agree. Confirm the final screen sequence and wording with the publisher before launch.
