Ad Manager and Ad Exchange program policies

Set the maximum content rating for each ad request

Tools like maximum ad content rating can help you have more control over the content of the ads shown to your users. You can set a maximum content rating to help compliance with platform policies. 

When you use the SDK to set the maximum ad content rating, you’re setting it on a per-request basis. This means you can customize the ad experience for different segments within your audience.

Use max_ad_content_rating for ad requests

Note: If you want Google to treat your content as child-directed, we recommend using other controls such as tagging an ad request for child-directed treatment (TFCD) or tagging an ad request for EEA users under the age of consent (TFUA).

When a user generates an ad request in your app, you can apply the max_ad_content_rating setting to the request to specify the maximum content rating of the ads used to fill it. This means that the digital content label of the ad used to fill the request should be limited to ads that are at or below the specified maximum content rating. 


  • An ad request with a max_ad_content_rating set to T could be filled with ads labeled T, PG, or G.
  • An ad request with a max_ad_content_rating set to G could only be filled by ads labeled G.

Tagging ad requests

The digital content label of the ads shown in your app can also be affected by the other ways in which the requests are tagged. Each tag has its own default value. Regardless of the max_ad_content_rating, an ad request won’t be filled with an ad above the default value.

If the request is from an app indo this The default value isdo this The available values for
max_ad_content_rating are
(primarily child-directed)
(mixed audience)
Not tagged/default MA G, PG, T, MA


Review the instructions on the Google Developers site developer documentation to implement max_ad_content_rating in your ad requests:

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