Why did Google remove @MobiKwik app from Play Store?

(1/5 - Tweet thread explainer)

In an alert sent to Mobikwik’s developers @GooglePlay states the violation of ‘Deceptive Ads policy’, saying ‘Ads aren’t clearly labeled’

@ShereenBhan @GoogleIndia http://www.cnbctv18.com/technology/google-removes-mobikwik-from-play-store-6023471.htm

(2/5) @BipinSingh Founder & CEO, MobiKwik tweeted yesterday saying, “We had a link to Aarogya Setu app. We were asked to do this by regulators ( @RBI) and understand it’s in public health interest”

(3/5) On April 15, 2020, the @RBI reached out to the ecosystem requesting them to display the banner on their website for maximum downloads of the @SetuAarogya App

Based on this several players added a download-able link of the App on their websites and apps

(4/5) One possible issue on why the app was removed could revolve around Google's 'labelling' policy.

Back in January 2016, @Google told all its developers that users will start to see the "Ads" label on apps that contain advertising

(5/5) Linking Aarogya Setu‘s banner or nudging users to download cannot entirely get categorised as an ad. And if it does come under the category of an ‘ad’, how will this affect other players who have made similar tweaks to their platforms?

Watch this space for updates