Age and content ratings determine who can find and install your app in each market. Answer the questionnaires honestly, update them when content changes, and avoid choosing a lower rating to widen reach, which can trigger rejection or removal.
How ratings work
Apple uses an age rating questionnaire, and Google Play uses a content rating questionnaire tied to rating bodies in different regions. The answers determine the assigned rating shown on your listing.
Check current questionnaires, since categories and regional bodies change.
Be accurate
Disclose violence, mature themes, user-generated content, web access, and gambling-like features accurately. Underreporting can lead to rejection or removal and harms trust with users and parents.
Review third-party content and ads that could alter the rating.
Understand the reach effect
Higher ratings may limit visibility in some contexts or regions and affect family-oriented placements. Consider whether the content can be adjusted for a broader audience instead of misrepresenting it.
Match marketing creative to the rating.
Maintain over time
Update answers when you add features such as chat, user content, or new media. Review ratings when expanding to new markets.
Document decisions for compliance reviews.
Common mistakes with app age rating
Choosing answers to get a lower rating is the primary mistake and can lead to removal. Another is forgetting that user-generated content or an embedded browser may change the rating. Not updating answers after adding chat is a third.
Marketing creative that implies a different audience than the rating allows creates mismatches.
App age rating: a worked example
A social app adds direct messaging. The team revisits the questionnaires, answers accurately for the new feature, and updates its description and screenshots to match the resulting rating.
It documents the change and informs its support team.
How to do it, step by step
- Answer each question honestlyInclude user-generated content and web access.
- Check ads and third-party contentSee whether they raise the rating.
- Match marketing to the ratingAvoid targeting a different audience.
- Update on new featuresRevisit after adding chat or media.
- DocumentKeep notes on decisions.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
No update after adding chat
Revisit the questionnaire and answer for user-to-user messages
Why it works: A new feature changes the rating.
Pick a low rating for reach
Adjust the content if you need a broader audience
Why it works: Misreporting risks removal.
Child-focused images on a mature app
Imagery that matches the rating
Why it works: Consistency avoids issues.
Action plan
- Complete questionnaires honestly
- Review ads and third-party content
- Match creative to the rating
- Update when features change
- Check regional requirements
- Document decisions
Metrics to monitor
- Rating questionnaire review date
- Review rejections related to ratings
- Audience fit indicators
- Complaints about content
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
Can I choose a lower rating?
No. Answers must be accurate, and misreporting can cause removal.
Do ratings differ by region?
Yes, rating systems vary, especially on Google Play.
Do ratings affect ASO?
They affect who can see and install the app.
