There are apps that need personal user data (such as user phone number or email), or device data (MAC addresses, device name, model, and model number).
Save up to 30% of mobile data through controlling data usage on an app-by-app.
Google notes that two common violations are when an app doesn't treat a user's installed apps as personal or sensitive user data and when an app doesn't treat the user's phone or contact book as personal data. Failure to comply will result in a Safe Browsing warning from Google.
The announcement specifies that this will apply to all apps, whether from Google Play or not.
The Safe Browsing team is giving developers 60 days to update their apps towards this direction.