Google Play Store now has a "Contains ads" label on the app page, right under the "Install" button. With the added bit of information, users will know whether the app they intend to download contains ads prior to installing.

Google started on the idea of informing users about the ads content in an app late last year. The company even indicated at the time that the new functionality will become available in "early 2016."

While the latest news no longer qualifies to be early 2016, it somehow confirmed that Google is seriously pushing on the idea.

Back in November, we reported that Google's ads labeling initiative will allow users to see the "Ads" label directly beneath the "Install" button, which is where the "In-app purchases" label is usually found.

Developers are then advised to declare if their app is ad supported and to disclose such information to the Play Store. They are also expected to declare in their developer account if the app displays even just a small banner for promoting other apps.

After a declaration, it is still up to Google to verify and decide whether the app indeed has ads content.

"While you're responsible for accurately declaring ad presence in your apps, Google may verify this at any time and display the 'Contains ads' label if appropriate," says Google on the company's support page.

It should be noted that the functionality of displaying the ads content in an app was originally launched in the company's "Designed for Families" program, wherein ad supported apps contain labels that read as "Ad Supported."

A Reddit user identified only as "cgutman" notes how the functionality "seems to be a server-side rollout since my GS7 shows it, but my Nexus 9 does not. They're both running Play Store 6.4.12."

He also shared a screenshot of what the "Contains ads" label looks like when the user goes to the Play Store.

With that being said, it may be safe to assume that Google could be pushing the new functionality to some users as it tries to test things first before an official rollout.

The new "Contains ads" label may seem like a very useful feature for users who are conscious of knowing whether an app is ad-supported or not. However, the move may also affect in-app advertisements, as consumers normally have the tendency to shy away from apps that are labeled to have ads content.