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Users will be able to manually revoke that permission on Android 14 (already available in the current beta under Apps -> Special app access -> Full screen notifications);
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Google Play will auto-revoke those permissions from newly installed apps unless they provide call or alarm functionality;
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This permission will remain for apps that were installed before the Android 14 update.
(source: Mishaal Rahman on X)
Some apps already display ads as notifications I think? Won’t be crazy to imagine that there might be apps who’d do that using this fullscreen intent to show you a fullscreen ad even when your phone is locked, as if you had received a call. But again I’m probably outdated on this and just speculating, haven’t had a single app displaying ads since a very long time.
Pretty sure that is against the play store TOS. There were those phones from Amazon you could get cheap because they preinstaled ads in the lock screen though.