What Are Content Ratings?
Content ratings tell users the minimum age for which your app is appropriate. Both the Apple App Store and Google Play Store require every app to have a content rating before it can be published. These ratings appear prominently on your store listing and determine how your app is filtered by parental controls.
The IARC System
The International Age Rating Coalition (IARC) provides a unified rating system used by Google Play, the Microsoft Store, and other digital storefronts. You complete a single questionnaire, and IARC generates age ratings for multiple regions simultaneously.
Apple uses its own rating system but asks similar questions during app submission through App Store Connect.
Rating Levels
Google Play (IARC-based)
| Rating | Description |
|---|---|
| Everyone | Suitable for all ages |
| Everyone 10+ | May contain mild fantasy violence or cartoon violence |
| Teen | May contain violence, suggestive themes, crude humor |
| Mature 17+ | May contain intense violence, blood/gore, sexual content, gambling |
| Adults Only 18+ | Very rare, most app stores restrict or ban this rating |
Apple App Store
| Rating | Description |
|---|---|
| 4+ | No objectionable content |
| 9+ | Mild or infrequent cartoon violence, mild horror |
| 12+ | Infrequent mild language, simulated gambling, mild mature themes |
| 17+ | Frequent intense language, mature themes, simulated gambling |
How to Get Your Rating
Google Play
- Open Google Play Console
- Navigate to your app and go to "Content rating"
- Complete the IARC questionnaire (about 10-15 questions)
- Answer honestly about violence, sexual content, language, gambling, drugs, and user interaction features
- Submit and receive your rating instantly
Apple App Store
- Open App Store Connect
- Go to your app version under "General Information"
- Click "Edit" next to "Age Rating"
- Answer the content description questions
- Apple assigns the rating based on your answers
Key Content Categories in the Questionnaire
Violence
- Is there any violence? Cartoon, fantasy, realistic?
- Is there blood, gore, or depictions of injury?
- Is violence rewarded or required for progression?
Sexual Content
- Does the app contain sexual imagery or nudity?
- Are there suggestive themes or references?
Language
- Does the app contain profanity?
- How frequent and intense is it?
Substances
- Are drugs, alcohol, or tobacco depicted?
- Is their use encouraged or shown in a positive light?
User-Generated Content
- Can users communicate with each other?
- Can users share photos, videos, or text?
- Does the app include unmoderated UGC?
The UGC question is especially important: if your app has any form of social features, your rating will likely increase, and you will need content moderation systems in place.
Gambling
- Does the app simulate or facilitate gambling?
- Can users spend real money on randomized outcomes?
Common Mistakes
- Underrating your app - If Apple or Google finds that your actual content exceeds your declared rating, your app will be removed
- Forgetting about UGC - Any social feature impacts your rating
- Ignoring regional differences - Ratings can vary by country even with the same content
- Not updating after content changes - If you add a chat feature or violent content in an update, you must update your rating
- Loot boxes - Randomized paid items may trigger gambling-related rating increases in some regions
Parental Controls and Filtering
Content ratings directly affect visibility:
- Parents can set device-level restrictions based on age ratings
- A 17+ rating means your app is invisible to any user with parental controls set below that threshold
- In some countries (like South Korea and Germany), specific rating requirements are legally enforced
Updating Your Rating
You should revisit your content rating when you:
- Add user-to-user communication features
- Introduce violent or mature content
- Add real-money gambling or loot boxes
- Integrate UGC capabilities
- Expand to new markets with different content standards