Google Play Content Rating Questionnaire: How to Answer
How the IARC questionnaire works, how to answer it honestly and what happens if your answers are wrong.
Read the guide →Google Play Target Audience and Content Declaration
Quick answer The target audience and content declaration tells Google which age groups your app is designed for. Pick only the groups it truly suits, because children in the audience trigger the Families Policy.
Few Play Console forms are as consequential as target audience and content. A single checkbox can switch your app into the Families Policy, change which ad networks you may use and affect how your store listing is reviewed. Many developers pick every age group to be safe, which is exactly the wrong move. This guide explains what the target audience and content declaration is, how to choose your age groups and what to avoid in your listing.
What is the target audience and content declaration?
It is the Play Console section where you tell Google who your app is for and whether it appeals to children. Google's target audience and content help page says declaring a target age group is required for new apps and for updates to existing ones. Google reviews whether the audience you disclose is accurate and whether the app complies with Developer Program policies. The page says reviews can take up to 7 days or longer in exceptional cases, so do not leave this form until the last day.
How do you complete it?
- Finish the prerequisitesDeclare whether your app contains ads, provide app access instructions (see app access instructions for reviewers) and add a privacy policy.
- Open App contentGo to Policy > App content and click Start, or Manage if you have filled it in before.
- Choose the target age groupsSelect the groups the app is designed for.
- Complete the app detailsAnswer the follow-up questions on ads and store presence.
- Review and saveCheck every answer and click Save.
How do you choose the right age groups?
| Option | Typical fit |
|---|---|
| Ages 5 and under | Toddler and early learning apps |
| Ages 6 to 8 | Simple games, early readers |
| Ages 9 to 12 | Kids' games and learning apps |
| Ages 13 to 15 | Teen apps with parental awareness |
| Ages 16 to 17 | Older teens |
| Ages 18 and over | Adult utilities, finance, dating, most productivity apps |
Google says to select multiple age groups only if the app is designed and suitable for each. If you tick everything, you invite stricter rules and a stricter review. Choose the group the app is genuinely built for. Match your answer to your content rating answers so the two forms agree.
When does an app count as appealing to children?
Google's page does not define the phrase directly, but it does give guidance through examples. Marketing elements in your store listing, such as youthful animation or young characters in graphic assets, can lead Google to reject an app that is not primarily designed for children under 13. Check your icon, screenshots and feature graphic with fresh eyes: would a reviewer think a child is the audience?
| Your app | Safe declaration | Risk |
|---|---|---|
| A casual puzzle game with cartoon animals | Include children if you design it for them, and follow the Families Policy | Declaring 18+ only while using child-friendly art can lead to rejection |
| A budgeting app | Ages 18 and over | Ticking child ages without reason adds policy duties |
| A general-audience game for everyone | Choose all groups it is truly built for and comply with the Families Policy | Using non-certified ad SDKs for child users |
What does the Families Policy require?
- Primarily for children under 13: the app must comply with the Families Policy and may show ads only from Families Self-Certified Ads SDKs.
- Designed for everyone, including children: any age group that includes children requires Families Policy compliance, with self-certified ad SDKs used for children and users of unknown age.
- Personal information: anything collected from children must be disclosed and, where required, collected with parental consent. You are responsible for the data SDKs and APIs collect.
- Mixed audiences: use a neutral age screen so ads unsuitable for children are shown only to older users.
- Under-21 users: if your app targets anyone under 21, consider whether local law treats them as children.
This connects directly to your Data safety form and privacy policy. If you use AdMob or another ad SDK, check that it is approved for the audience you declare.
Which store listing mistakes cause rejection?
- Cartoon children, toys or baby-style mascots in an app declared for adults.
- Screenshots showing cartoon characters dancing for an adult utility app.
- Claiming ages 13 and over while advertising to young children.
- A feature graphic that promises something the app does not include.
- Ignoring the Families Policy when you ticked a child age group.
If Google flags this, you can remove the child-appealing elements or change the target age group to under 13, which requires Families Policy compliance. See how to fix a rejected app.
What are adult-only apps and Restrict Minor Access?
If you select only adult audiences you can enable Restrict Minor Access. Users under 18 then cannot search for, download or purchase your app. Existing users keep access but cannot renew subscriptions or make new purchases. Some apps are required to enable it under Google's Age-Restricted Content policy.
Part of a series: this article is one chapter of Google Play Closed Testing: The Complete Guide. Start there for the full roadmap from setup to production.
Sources
A quick decision guide
| Question | If yes | If no |
|---|---|---|
| Is the app built mainly for children? | Choose the child age groups and follow the Families Policy | Continue |
| Could children reasonably be part of the audience? | Include them only if the app is designed and suitable. Comply with the Families Policy. | Choose adult or teen groups only |
| Does the store listing use cartoon children or toys? | Reconsider the graphics or the audience | Fine |
| Do you show ads? | Check that your ad SDKs fit the audience you chose | Declare no ads |
| Do you collect personal data? | Disclose it. Parental consent may be needed for children. | Say so in your Data safety form |
The five most common mistakes
- Selecting every age group to be safe.
- Declaring adults only but using child-style graphics.
- Not checking the ad SDKs you use.
- Forgetting to update the form when the audience changes.
- Not aligning this form with the content rating and Data safety answers. See the content rating guide and the Data safety guide.
Frequently asked questions
What do I have to complete before the target audience section?
Google says you must first declare whether your app contains ads, provide app access instructions and add a privacy policy.
Which age groups can I choose?
Ages 5 and under, 6 to 8, 9 to 12, 13 to 15, 16 to 17 and 18 and over. Select several only if the app is designed and suitable for each.
What if my app is for adults but looks cartoonish?
Google says youthful animation or young characters in your store listing can lead to rejection if the app is not primarily designed for children under 13. Change the graphics or the target age.
What is the Families Policy?
A set of requirements for apps designed for children. Apps primarily for children under 13, or including children in their audience, must comply, including using ads from Families Self-Certified Ads SDKs.
What is Restrict Minor Access?
If your audience is adults only, you can enable it. Users under 18 cannot search for, download or purchase the app. Existing users keep access but cannot renew subscriptions or make new purchases.
Can I change the target audience later?
Yes, from the same section, but Google says it is required for new apps and updates to existing apps, and changes can trigger a new review.
