Google Play Content Rating: Get Your Rating Right
Every app on Google Play needs a content rating from the International Age Rating Coalition (IARC). Getting the rating wrong can result in app removal or restriction. Here is how the rating system works and how to fill out the questionnaire accurately.
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How Content Ratings Work
Google uses the IARC system, which generates ratings from major rating authorities (ESRB, PEGI, etc.) based on a standardized questionnaire. The questionnaire asks about: violence, sexual content, profanity, controlled substances, user interaction features, data sharing, and simulated gambling. Your answers determine age ratings across all regions where your app is available.
Common Rating Mistakes
Rating your app too low is the most common mistake. Developers often forget to account for: user-generated content (even if you moderate it, the possibility of objectionable content raises the rating), advertisements (ad content can include mature themes), social features (chat, messaging, profile photos), external links (linking to websites with unrated content), and in-app purchases (simulated gambling mechanics like loot boxes).
Consequences of Incorrect Ratings
An incorrect content rating can result in: app removal until the rating is corrected, exclusion from family-friendly sections, loss of visibility in markets where the corrected rating restricts distribution, and user complaints that trigger additional review. Err on the side of a slightly higher rating rather than risk underrating.
Frequently Asked Questions
Do I need a new rating for every update?
Not for every update, but you should update your rating questionnaire when you add features that change the content type (adding chat, UGC, ads, or violence).
What happens if my rating is too low?
Google may restrict your app's distribution, remove it from family-friendly sections, or suspend it until you correct the rating. Users can also report inaccurate ratings.
Does the content rating affect visibility?
Yes. Higher ratings (Mature, Adults Only) are excluded from certain search results and recommendations. Family-friendly ratings can increase visibility in appropriate categories.
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