We reported back in May that Google was adding age-based ratings to all apps in the Play Store as determined by the International Age Rating Coalition (IARC), and now it seems those ratings are starting to appear like in the example above.
Some apps display “Unrated” where the rating should be, which either means the developer didn’t complete the surveys Google asked them to by the beginning of May, or the IARC hasn’t finished rating all apps in the store yet. Google warned in the announcement of age-based that by not completing these simple surveys about their apps by May, developers would risk having their apps blocked in some territories.
The IARC ratings will vary by region, as different territories like the EU and United States have their own participating bodies in the IARC who set their own standards – the ESRB in the US, for example –but they shouldn’t vary too widely. Below are the ratings for the United States.
- E: Suitable for all ages but “May contain minimal cartoon, fantasy or mild violence and/or infrequent use of mild language.”
- E10: Suitable for everyone age 10 and up.
- T: Suitable for teens age 13 and up, may include crude humor and minimal blood, simulated gambling and the possibility of strong language.
- M: For age 17 and up, may include intense violence, blood and gore, sexual content and strong language.
- AO: Adults only, ages 18 and up. Intense violence, graphic sex and gambling with real money.
Google says age-based ratings “will give developers an easy way to communicate familiar and locally relevant content ratings to their users and help improve app discovery and engagement by letting people choose content that is right for them.“