Google launches “download apps, not traps” campaign to reinforce Play Store safety

In a bold new advertising push, Google has rolled out a safety-focused campaign under the banner “Download apps, not traps,” spotlighting the extensive behind-the-scenes work that keeps the Play Store a secure digital environment. This initiative, which includes a series of short video ads and educational outreach, aims to raise user awareness about the robust protections already in place within the Android ecosystem.

The campaign underscores six key pillars that Google says are instrumental in protecting users from malicious apps, fraudulent transactions, and unwanted data exposure. Central to this is Google Play Protect, a built-in security service that performs over 10,000 safety checks on every app — not just at launch, but continuously through each app’s lifecycle. In 2024 alone, this system helped block 2.36 million policy-violating apps and suspend over 158,000 rogue developer accounts, illustrating Google’s proactive stance on app safety.

Transparency and Control at the Forefront

One of the most user-facing features championed in the campaign is the Data safety section now visible on every app listing. This transparency tool reveals how apps collect, share, and secure data — whether it be personal info, location, messages, or financial details — and highlights if security practices like data encryption are in place. “By reviewing Data safety sections, you can make more informed decisions about what apps you use,” Google noted in a recent blog post.

Beyond transparency, users also gain greater control over their data. Google now allows individuals to disable personalized recommendations or opt out of Play Store personalization based on specific app data, aligning with growing expectations for customizable digital privacy.

Secure Transactions and Kid-Safe Experiences

Google is also shining a light on its Play Billing system, which ensures that payment credentials are kept private, never shared with app developers. Enhanced purchase verification options — including PIN, pattern, password, or biometrics — add another layer of security to digital purchases, safeguarding against unauthorized transactions.

For families, the campaign highlights robust parental controls and stringent developer requirements for apps aimed at children. These include guidelines around appropriate content and privacy protections, reinforcing the Play Store’s role as a family-friendly platform.

Verified Apps and Trust Signals

To help users navigate the crowded app marketplace, Google offers badges for additional verification. Apps in select categories can earn labels such as the “Government” badge for official apps or the “Verified” badge for consumer VPNs that exceed standard privacy requirements. These trust signals are intended to help users more easily identify reputable and secure apps.

Campaign Designed to Educate and Engage

The “Download apps, not traps” campaign features visually engaging ads — like one with a Pixel 9 Pro and a clever “Go Play” tagline — and uses scenarios such as an app lineup to illustrate the difference between safe and unsafe choices. The message is clear: while Google Play’s security infrastructure works behind the scenes, the company wants users to feel empowered and informed about the choices they make.