The developers have been given until March 15 to resolve the issue, otherwise, the notice stated, the "visibility" of the app will be limited or it will be removed.
The notice is targeting so-called "zombie apps," the countless offerings on the Play Store lacking lucid privacy policies. Many of these products are half-baked, with many nothing more than clickbait to generate ad revenue or phony versions of more popular apps – with the protection of user data an unlikely concern. So, many app vendors applaud the move as clearing out junk from the online marketplace, which will increase visibility for their offerings.
Google requires app developers to clearly present data policies, not only displayed to users but also as part of its registration process where it must be input into a template field in the Play Developer Console. The company also requires that apps process user data using modern cryptography, including via HTTPS.