Set the maximum ad content rating for an app or account

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.

You can set the maximum ad content rating for a specific app or for your entire account within the AdMob user interface.

If you use the SDK to set a maximum ad content rating for each ad request, that rating will override any rating set in the AdMob user interface. 

For example, if the maximum ad content rating in the SDK is set to T, and the maximum ad content rating in AdMob is set to PG, the ad content will include ads rated T. 

If you set the maximum ad content rating for an individual app, that rating will override any rating set for your AdMob account. 

For example, if the maximum ad content rating for your entire account is set at PG, and the maximum ad content rating for an app is set to T, the ad content will include T ads for that app.  

Set the maximum ad content rating for your entire account

1. Sign in to your AdMob account at https://admob.google.com.
2. Click Blocking controls in the sidebar.
3. Click the Ad content rating tab.
4. Select the maximum ad content rating you want applied to your entire account. You should select the maximum ad content rating that’s suitable for your app users.
   The rating you set here applies to all your apps that default to the account-level setting. Each rating is cumulative. For example, if you choose T, the ad content will include ads rated G, PG, and T, but block ads rated MA. 
5. Click Save.

Set the maximum ad content rating for an individual app

1. Sign in to your AdMob account at https://admob.google.com.
2. Click Apps in the sidebar.
3. Select the name of your app. If you can't find it in the list of recent apps, you can click View all apps to search a list of all of the apps you've added to AdMob.
4. Click Blocking controls under the name of your app in the sidebar.
5. Click the Ad content rating tab.
6. Click the Match account-level setting toggle to turn off matching the account-level maximum ad content rating for this app.
7. Select the maximum ad content rating you want applied to this app. You should select the maximum ad content rating that’s suitable for this app’s users.
   Each rating is cumulative. For example, if you choose T, the ad content will include ads rated G, PG, and T, but block ads rated MA. 
8. Click Save.

Estimated impact of a maximum ad content rating

When you set or change the maximum ad content rating for a specific app or for your account in AdMob, AdMob estimates how this change will impact your AdMob Network impressions and revenue. 

Note: Estimates are based on the past 30 days of data and are not an indication of future performance. Also, these estimates only apply to impressions and revenue from the AdMob Network.

Exceptions for Families

If your app is part of the Families program, the maximum ad content rating you set in the AdMob user interface may be overridden. The following ad content ratings will be applied:

• Families (primarily child-directed): The maximum ad content rating will be overridden and set to “G”. These apps can only show G-rated ads.
• Families (mixed audience): The maximum ad content rating will be overridden and set to “PG” if greater than PG. These apps can only show G- or PG-rated ads.

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).