Content ratings for apps & games

New rating system

To help consumers make informed choices on Google Play, we’re introducing a new rating system for apps and games. These ratings provide an easy way to communicate familiar and locally relevant content ratings to your users and help improve app engagement by targeting the right audience for your content.

Note: All apps and games on Google Play are required to follow the Google Play Developer Content Policy.

Starting in May, consumers worldwide will see the current Google Play rating scale replaced with their local rating on the Play Store. Territories that are not covered by a specific International Age Rating Coalition (IARC) rating authority will be assigned an age-based, generic rating.

To prevent your apps’ from being listed as “Unrated,” sign in to your Google Play Developer Console and fill out the questionnaire for each of your apps as soon as possible. “Unrated” apps may be blocked in certain territories or for specific users.

As a Google Play Developer, your compliance and participation with the new app ratings system is required under the Google Play Developer Distribution Agreement. Apps that aren’t rated using the new rating system may be removed from the Play Store.

Ratings

To receive a rating for each of your apps and games, you fill out a rating questionnaire on the Google Play Developer Console about the nature of your apps’ content and receive a content rating from multiple rating authorities. The ratings assigned to your app displayed on Google Play are determined by your questionnaire responses.

You’re responsible for completing the content rating questionnaire for:

  • New apps submitted on the Developer Console
  • Existing apps that are active on Google Play
  • All app updates where there has been a change to app content or features that would affect the responses to the questionnaire

To benefit users, developers should use the assigned rating when advertising their app in each respective region, subject to display guidelines. All rating icons are protected trademarks of the respective rating authority and their misuse may result in legal action. More information about rating icon usage can be found on each rating authority’s website.

Important: Make sure to provide accurate responses to the content rating questionnaire. Misrepresentation of your app’s content may result in removal or suspension.

Take your app’s rating questionnaire

  1. Sign in to your Google Play Developer Console.
  2. Select an app.
  3. On the left menu, click Content Rating.
  4. Review information about the questionnaire and type your email address.
    • Your email address will be used for correspondence with IARC.
  5. Click Continue.
  6. Select a category.
  7. Complete the questionnaire.
    • To change any of your responses after you’ve completed a section, click Edit.
    • If you’ve started taking the questionnaire and want to finish later, click Save draft. Each app can have one draft questionnaire at a time.
  8. Click Calculate app rating.
  9. On your ratings summary page, click Apply rating to my app.

After you’ve applied ratings to your app, you can review your ratings and questionnaires on your Content Rating page. If you want to retake the questionnaire for your app, click Start new questionnaire on your Content Rating page.

Your app can earn different ratings in different territories. Because rating standards can have differences by territory, each rating authority uses its own logic when rating apps.

Rating authorities participating in IARC may change your app's rating after a review. If your app rating is overridden by a rating authority and you want to update your responses, you’ll need to complete the questionnaire again.

Note: The calculated rating shown may not be the rating shown to users on Google Play. App updates and submissions can be rejected for misrepresenting your app's content. Your questionnaire responses may be used to generate ratings for specific territories as required by local law.

Rating appeals

If you object to the rating assigned to your app by a participating IARC rating authority, you have the right to appeal directly using the link provided in your certificate email. If you have other questions about IARC not related to appeals, you can contact them on their website.

Appeal a rating before your app has received an IARC certificate

If you’ve accurately completed your app’s rating questionnaire, but feel that your app’s provisional ratings don’t reflect your responses, you can file an appeal. Our support team will send your request to IARC for review.

File an appeal

How ratings are used

  • Inform consumers about the age appropriateness of your app.
  • Block or filter your content in certain territories or to specific users where legally required.
  • Evaluate your app’s eligibility for special developer programs.

Rating authorities & descriptions

ESRB - Americas
Rating Description
E EVERYONE

Content is generally suitable for all ages. May contain minimal cartoon, fantasy or mild violence and/or infrequent use of mild language.

E10 EVERYONE 10+

Content is generally suitable for ages 10 and up. May contain more cartoon, fantasy or mild violence, mild language and/or minimal suggestive themes.

T TEEN

Content is generally suitable for ages 13 and up. May contain violence, suggestive themes, crude humor, minimal blood, simulated gambling and/or infrequent use of strong language.

M MATURE

Content is generally suitable for ages 17 and up. May contain intense violence, blood and gore, sexual content and/or strong language.

AO ADULTS ONLY

Content suitable only for adults ages 18 and up. May include prolonged scenes of intense violence, graphic sexual content and/or gambling with real currency.

Learn more on the ESRB website

Locations

Antigua and Barbuda, Argentina, Bahamas, Barbados, Belize, Bolivia, Canada, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Greenland, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, United States of America, Uruguay, and Venezuela

PEGI - Europe & Middle East
Rating Description
3 PEGI 3

Content is generally suitable for all ages. May contain minimal cartoon, fantasy or mild violence and/or infrequent use of mild language.

7 PEGI 7

Content is generally suitable for ages 10 and up. May contain more cartoon, fantasy or mild violence, mild language and/or minimal suggestive themes.

12 PEGI 12

Content is generally suitable for ages 13 and up. May contain violence, suggestive themes, crude humor, minimal blood, simulated gambling and/or infrequent use of strong language.

16 PEGI 16

Content is generally suitable for ages 17 and up. May contain intense violence, blood and gore, sexual content and/or strong language.

18 PEGI 18

Content suitable only for adults ages 18 and up. May include prolonged scenes of intense violence, graphic sexual content and/or gambling with real currency.

Guidance recommended PARENTAL GUIDANCE RECOMMENDED

Apps do not always have predefined content that can be classified beforehand. Certain apps function as portals (e.g. to stream content), offering a broad, variable range of content from which consumers can choose. For these apps, we use the parental guidance icon, alerting parents that the app may provide access to content that is not appropriate for their child, although other, age-appropriate content may also be available, depending on the selection of the use.

Learn more on the PEGI website

Locations

Austria-Denmark, Belgium, Bulgaria, Cyprus, Czech Republic, Estonia, Finland, France, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovak Republic, Slovenia, Spain, Sweden, Switzerland, and United Kingdom

Unterhaltungssoftware Selbstkontrolle (USK) - Germany
Rating Description
0 All ages

Apps without age restriction feature contents without youth protection relevance. They can be directly aimed at children and young persons but also at an adult audience. For instance, utility programs, product catalogues or tool apps fall into this category as well as social networks in which all user-generated content is being thoroughly reviewed, filtered or moderated.

6 USK: Ages 6 and above

Apps in this category can contain elements that may not be appropriate for pre-school children. They may contain occasional scary moments, a low accumulation of mild cursing or subtle erotic innuendo. If violent imageries are present they remain abstract and are not decisive for the overall product. Games in this age category can still be categorized as family-friendly but involve more exciting and competitive aspects.

12 USK: Ages 12 and above

Apps in this category can have an impairing effect on younger children through the inclusion of scary elements, shock effects, some explicit language, sexual contents or occasional violent imageries. Games in this category can feature much more of a competitive edge and hectic gameplay. Please keep in mind that in social networks or user-generated content might generally contribute to the youth protection relevance.

16 USK: Ages 16 and above

Some realistically designed displays of violence, an accumulation of shock and horror elements, consistently explicit language or apps with an erotic or sexual focus are summarized in this category. Games frequently feature armed combat, a framework story and military missions. The genres in this categorization also include action adventures, military strategy games and first person shooter.

18 USK: Ages 18 and above

Among other aspects such as the unquestioned display of drug use for example, realistic and explicit violence is the most common reason for the 18+ classification of these apps. Games in this age category virtually always involve violent game concepts that are prominent in the majority of game objectives.

Learn more on the USK website

Australian Classification Board - Australia

Note: Australian Classification Board ratings are only issued for games.

Rating Description
G General

The content is very mild in impact.

The G classification is suitable for everyone. G products may contain classifiable elements such as language and themes that are very mild in impact. However, some G-classified computer games may contain content that is not of interest to children.

PG Parental Guidance

The content is mild in impact.

The impact of PG (Parental Guidance) classified computer games should be no higher than mild, but they may contain content that children find confusing or upsetting and may require the guidance of parents and guardians. They may, for example, contain classifiable elements such as language and themes that are mild in impact. It is not recommended for viewing or playing by persons under 15 without guidance from parents or guardians.

M Mature

The content is moderate in impact.

Computer games classified M (Mature) contain content of a moderate impact and are recommended for teenagers aged 15 years and over. Children under 15 may legally access this material because it is an advisory category. However, M classified computer games may include classifiable elements such as violence and nudity of moderate impact that are not recommended for children under 15 years. Parents and guardians may need to find out more about the computer game’s specific content, before deciding whether the material is suitable for their child.

MA15 Restricted

The content is strong in impact.

MA 15+ classified material contains strong content and is legally restricted to persons 15 years and over. It may contain classifiable elements such as sex scenes and drug use that are strong in impact.

A person may be asked to show proof of their age before hiring or purchasing an MA 15+ computer game. Children under the age of 15 may not legally watch, buy or hire MA 15+ classified material unless they are in the company of a parent or adult guardian.

The guardian must be an adult exercising parental control over the person under 15 years of age. The guardian needs to be 18 years or older.

R18 Restricted

The content is high in impact.

R 18+ material is legally restricted to adults. Such material may contain classifiable elements such as sex scenes and drug use that are high in impact. Some material classified R18+ may be offensive to sections of the adult community. A person may be asked for proof of their age before purchasing, hiring or viewing R18+ computer games.

Learn more on the ACB website

Classificação Indicativa (ClassInd) - Brazil
Rating Description
L All ages

The content is not harmful to children of any age. It may contain a little very low impact content, such as cartoon violence.

10 Rated 10+

Some low impact content, especially on younger children. It may contain mildly offensive swearing, weapons, bloodless fights, scary scenes, tobacco/alcohol references, and medicinal use of illegal drugs.

12 Rated 12+

Low impact content. It may contain swearing, sexual dialogs or references, wounds, bleeding, and tobacco/alcohol consumption.

14 Rated 14+

Medium impact content. It may contain death, erotic settings, nudity, and inferences of illegal drug consumption.

16 Rated 16+

Medium impact content. It may contain frequent violence, gore, mutilation, torture, sexual relations, and the consumption of illegal drugs.

18 Rated 18+

High impact content. It may contain sadism, cruelty, encouragement or glamorization of drugs/violence, and explicit sexual relations.

Learn more on the ClassInd website

In countries and territories that aren’t represented by a participating rating authority, a separate rating will suggest the age appropriateness of an app or game.

IARC Generic
Rating Description
3

Rated for 3+

Suitable for all age groups. Some violence in a comical or fantasy context is acceptable. Bad language is not permitted.

7

Rated for 7+

May contain some scenes or sounds that are frightening for children. Mild violence (implied or non-realistic) is permitted.

12

Rated for 12+

Violence involving fantasy characters and/or non-graphic violence involving human-looking characters or animals is permitted. Non-graphic nudity, mild language and simulated gambling are also permitted, but sexual expletives are not.

16

Rated for 16+

Realistic violence, sexual activity, strong language, use of tobacco and drugs, and the depiction of criminal activities are permitted.

18

Rated for 18+

Graphic violence, including depictions lacking motive and/or directed towards defenseless characters, and sexual violence are permitted. May also include graphic sexual content, discriminatory acts and/or the glamorization of illegal drug use.

Google Play Rating - Applies in South Korea
Rating Description
3

Rated 3+

Generally suitable for all audiences. Note that apps with this rating may not be specifically designed for children.

7

Rated 7+

May not be suitable for children under age 7. Note that apps with this rating may not be specifically designed for children.

12

Rated 12+

May not be suitable for children under age 12.

16

Rated 16+

May not be suitable for children under age 16.

18

Rated 18+

Recommended for mature audiences only.

Unrated apps

Unrated
Rating Description
Unrated

Unrated

Warning - content has not yet been rated. Unrated apps may potentially contain content appropriate for mature audiences only.

Existing rating system

Starting in May, users will see the existing Google Play rating scale replaced with their locally relevant rating using Google Play’s new rating system. If you have a new app that you haven’t published before, you still need rate your app using the existing rating system until the new rating system is available to users.

To prevent your apps’ from being listed as “Unrated” on Google Play for the new ratings system, make sure to fill out the new rating system questionnaire explained above for each of your apps as soon as possible.

The existing Google Play ratings system includes four levels:

  • Everyone
  • Low maturity
  • Medium maturity
  • High maturity

To rate your app:

  1. Sign in to your Google Play Developer Console.
  2. Click All applications All applications.
  3. Select an app.
  4. On the left menu, click Store Listing.
  5. Under “Categorization”, select the appropriate rating from the Content rating drop-down.
  6. Near the top of the page, click Save draft (new apps) or Submit update (existing apps).

Guidelines

These guidelines apply to all content in your app, including user generated content, in-app products, and advertisements. All applications should adhere to the Google Play Developer Content Policy.

Alcohol, tobacco & drugs
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include references to alcohol, tobacco, and drugs
Apps that focus primarily on consumption or sale of alcohol, tobacco, or drugs
Apps that contain illegal content Not permitted on Google Play
Gambling
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include gambling themes or simulated gambling
Apps that facilitate real gambling Not permitted on Google Play
Hate
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include inflammatory content
Apps that include Hate Speech Not permitted on Google Play
Location
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that access user location
Apps that publish or share user location
Profanity & crude humor
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include profanity or crude humor
Apps that contain profane terms or imagery in the Play listing Not permitted on Google Play
Sexual & suggestive content
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include sexual or suggestive references
Apps that focus on sexual or suggestive references or include sexualized images or pornography Not permitted on Google Play
User generated content & user to user communication
Content Description Everyone Low Maturity Medium Maturity High Maturity
Email, messaging and guide apps where discovery of new contacts (e.g. social media) is not the focus.
Apps that host any user generated content or enable communication between users
Apps that focus on allowing users to find each other and communicate
Violence
Content Description Everyone Low Maturity Medium Maturity High Maturity
Apps that include mild cartoon or fictional violence
Apps that include realistic or intense fictional violence
Apps that include graphic violence
Apps that include gratuitous real violence Not permitted on Google Play

Country-specific ratings & guidelines

Brazil

To help ensure compliance with local regulations, Google Play includes a Brazil-specific rating on your apps’ detail pages. Brazil-specific ratings are automatically created using your apps’ existing content ratings on your Developer Console and are displayed for users in Brazil.

Here’s how Brazil-specific ratings are created using your existing content ratings:

Google Play rating Brazil-specific rating Content description
Everyone L Not applicable
Low maturity 10 Violence, criminal acts, legal drugs
Medium maturity 14 Violence, criminal acts, legal drugs, illegal drugs, inappropriate language, sexual content
High maturity 16 Extreme violence, criminal acts, sexual content, sex, legal drugs, illegal drugs, inappropriate language