How to market a fitness app: what Apple and Google let you claim

Apple says medical apps that could give inaccurate data, or be used to diagnose or treat patients, may be reviewed with greater scrutiny. Apps must clearly disclose the data and methodology behind accuracy claims about health measurements, and if the accuracy or method cannot be validated, Apple rejects the app. Its examples of what is not permitted are apps that claim to take x-rays or measure blood pressure, body temperature, blood glucose or blood oxygen using only the device’s sensors. Google Play does not allow health functionality that is misleading or potentially harmful, and asks apps that use device sensors for a health function to state which device models support it, and apps that need external hardware, such as a blood glucose monitor, to say so in the description. For marketing copy this means describing what the app does, such as tracking workouts or planning meals, rather than promising a measurement or an outcome you cannot show.

Apple says apps should remind users to check with a doctor in addition to using the app and before making medical decisions, and asks apps that have regulatory clearance to submit a link to it. Google Play is more specific: a health or medical app that is not regulated as a medical device must include a clear disclaimer in its app description saying it is “not a medical device and does not diagnose, treat, cure, or prevent any medical condition”, and apps must remind users to consult a healthcare professional. Apps regulated as a medical device are declared as such and marked “Medical Device” on Google Play. Google’s policy says all developers must complete the Health apps declaration on the App content page in Play Console, and an app in scope of the health policy must post a privacy policy link both in Play Console and inside the app.

This is the rule that most often clashes with growth plans. Apple does not allow data gathered in a health, fitness or medical research context, including from HealthKit, Motion and Fitness and the Clinical Health Records API, to be used or disclosed for advertising, marketing or other data mining beyond improving health management or health research, and then only with permission. Apps must not write false or inaccurate data into HealthKit, and may not store personal health information in iCloud. Ads shown inside an app may not be targeted or behavioural based on sensitive data such as health data from HealthKit. On Google Play, data from Health Connect counts as personal and sensitive user data under the User Data policy, and apps should not request health permissions they do not need for their core function. In practice, keep what users log out of your ad targeting and marketing lists.

Fitness has natural moments to promote: a new year, a monthly challenge, a new programme. On the App Store, In-App Events such as a challenge can appear on the Today, Games and Apps tabs, in search and on your product page, and custom product pages let you show runners one set of screenshots and people who lift another, each with its own URL. On Google Play, promotional content events show on your listing and can be put forward for featuring, and custom store listings do the same audience split. The limits for each are in how to promote an iOS app and how to promote an app on Google Play. For keywords, describe the activities and features people search for, within the rules in App Store keywords.

Censuus ranks apps by the real visit traffic they draw on the web, and health and fitness apps have their own category at health and fitness. Adding your app is free on the submit page, and it can rise on the visits it earns. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. For more places to list an app, see our checked list of free app promotion sites. We do not promise downloads or store rankings, and this guide is not legal or regulatory advice.