Google has recently announced that as from early 2016, all apps published on Google Play and which contain ads (including any promotional material delivered through third-party ad networks, native ads, display ads, banner ads and more), will be required to carry an "ad-supported" label in the Google Play store listing. Google originally launched the "ad-supported" tag in April 2015 in its kid-friendly Play Store, as part of the Designed for Families program
In practice, all app developers are required by 11 January 2016, to sign-in to the Play Developer Console and declare whether their apps contain ads. After that date, developers will be required to declare whether or not the app contains ads in order to implement updates.
Any developer misrepresenting the ad presence in their apps, may result in the suspension of the developer account.