I'm wondering when the Google Play Store wild west era will end. I've seen numerous apps containing ads with text (e.g. "Install Candy Crash!") laid over border

I'm wondering when the Google Play Store wild west era will end. I've seen numerous apps containing ads with text (e.g. "Install Candy Crash!") laid over borderline pornographic images that have nothing to do with the advertised service. I guess it catches the eye? I don't think shifting responsibility to publishers is the answer. A half-serious idea would be to have a neutral regulatory body issue "licenses to advertise" but how long until corporate interests took that over?