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We updated our Families policy and Designed for Families program requirements on May 29, 2019. Read below for more information on the new policy. Please note that your app may be removed from the Google Play store if you do not complete the Target Audience and Content section of the Google Play Console.When it comes to children and technology, we all have the same goal: to keepkids safe. Protecting kids and safeguarding their privacy is a responsibility weall share. To ensure children have a positive experience on Google Play, we askall developers to:
- Carefully consider your app's target audience.
- If your target audience includes children, comply with our Families policies.
- If your target audience doesn't include children, make sure your marketing doesn't unintentionally attract them.
This article will help you understand what our policies mean for your app. Ifyou want additional training on this topic, visitGoogle Play's Academy for App Success.
App Classification and Families Policy
Apps on Google Play are categorized and policies are applied according to thefollowing target audience groups: children, children and older users,older users.
Target Audience: Children
Entire app must follow our strictest Families policies
Target Audience: Children and Older Users
Entire app must follow Families policies or have a neutral age screen and follow Families policies when kids or unknown users use the app
Target Audience: Older Users
App not subject to Families policies
The word 'children' can mean different things in different locales and in different contexts. It is important that you consult with your legal counsel to determine what obligations and/or age-based restrictions may apply to your app.The Families policyincludes requirements such as:
- Make sure that any content in your app that could be seen by children is appropriate for them.
- Display only ads that are appropriate for children, and use ad SDKs from the Families Ads Program. SDK creators who are interested in this program should complete this form.
- Make sure your app (including all APIs, SDKs, and ads) complies with all applicable laws and regulations relating to children, including the US Children's Online Privacy Protection Act (COPPA), and the EU General Data Protection Regulation (GDPR).
- Apps whose target audience only includes children need to follow additional requirements in the Designed for Families program (our strictest Families policy). Apps whose target audience includes children and older users may choose to follow the additional requirements, including only using certified ad networks throughout the entire app, and participate in the program.
Declaring a Target Audience
All developers need to declare a target audience for your apps in theTarget Audience and Content section of the Google Play Console.
If you indicate that age groups under 13 are not in your target audience, nofurther action is required in the Target Audience and Content section.
If you do select age groups under 13, we ask follow-up questions about your appcontent, including collection of personal and sensitive information fromchildren, compliance with applicable laws and regulations relating to children,and your use of ads. We review your answers before your app is published and mayreject or remove it from the store for any Families policy violations. Apps thatinclude children in the target audience or who submit responses in the GooglePlay Console that we disagree with will be subject to extended reviews, whichmay result in review times of up to seven days (or longer in exceptional cases).
Before you declare the age of your target audience, think about whoyour app is for and whether children are truly part of your target audience.Examples of what may be appropriate for different age groups can be found in the Help Center. If any of your users reside in a country where children are defined asincluding ages over 13, you must ensure that your app is compliant with Familiespolicy for all of these children, including compliance with any applicablelaws and regulations relating to children.
Unintentional Appeal To Children
If you have said that older users are your target audience, Google Play maydouble check your marketing to ensure you aren't marketing your app to children.Using regulatory guidance as a starting point for our review guidelines, we lookat things like app icons, screenshots, and wording on the store listing page tomake our assessment. If your marketing appeals to kids more than you intended,we will ask you to change your age target and/or change your marketing.
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Here is an example of changes that you could make to lessen your app's appeal tochildren:
App that could be seen as unintentionally appealing to kids
If you don't want to change your marketing, you can opt in to a warning labelthat lets users know your app is not for children.
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If you disagree with our assessment, you can appeal by following the link in theemail notification you receive. You can also resubmit your app at any time forus to assess your changes.
Resources
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Visit Google Play's Academy for App Successfor training on Google Play's Families policies and the target audience andcontent section of the Google Play Console. You can also check out these tipsfor building engaging and safer experiences for your young users.