Reviewing a playable ad for misleading affordances

An affordance is a visual cue that tells a user what a control will do. A button that looks like “continue playing” should not unexpectedly open an app store.

Review both the game promise and the behaviour of every visible control. Ask someone unfamiliar with the creative to try it without a script, and watch where they tap, what they expect and whether the response matches.

Look for a “continue playing” control that opens a store, a fake system prompt, or an install button that is obscured or leads somewhere other than an iOS or Android Store. Also check for activity notifications or scarcity cues, such as countdowns and low-stock claims: the Queensland and NSW Fair Trading dark-pattern guidance notes that activity notifications may be fake or repeat older purchases.

Use a simple pass/fail rule: fail the review if a visible cue leads somewhere or does something different from what it suggests. Also fail if the install button is inaccessible or obstructed, or does not lead to an iOS or Android Store.

Check the end screen and call to action as part of the control review. Google Ads Help’s “Make better creative assets for App campaigns” says install-focused assets should reflect installing, with examples such as “Download now” or “Play now”; the install action should be recognisable and lead to the store.

Unity Grow’s “Creative moderation checks” calls for an accessible, unobstructed install button and content that functions properly. Test different screen sizes and orientation changes; Unity specifies iOS version 8 or greater and Android version 4.4 or greater, while Google’s “About HTML5/Playable ads for App campaigns” calls for responsive design across full-screen display sizes.

Check the mini-experience against the destination app: is the depicted task available, and are rewards, difficulty and pace reasonably representative? If the preview simplifies the product, explain that through design or wording rather than concealing the difference.

For each mismatch, log the control and its visual cue, the expected action, the actual result, the proposed fix and the retest outcome. Retest after changes; a compliant upload is not the same as an honest user expectation.

The final check is whether someone who enjoyed the playable would recognise the product they reach next. Google’s creative guidance also recommends aligning assets with the brand’s goals, voice and style.

Expected vs Actual Control Behaviour in Playable Ads