This will directly affect Facebook's Android app, which had a persistent message displayed to users that a new version was available and took the user to a download link directly from Facebook.
Forcing users to only update through Google Play is a good move as it also allows Google to ensure apps can be removed from the store and thus users will no longer be able to access updates, which is especially useful if they are found to have malicious code or break other T&Cs. It also allows Google to track downloads etc.
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