Kids Apps on the App Store and Google Play: Kids Category and Families Policy Rules for Your Store Listing

Why kids apps get extra scrutiny

Apps for children face the strictest review rules on both major stores. That is not only about what happens inside the app; your store listing is part of the evaluation too. On Google Play, imagery and wording that look child-directed can affect how Google assesses your declared target audience. On the App Store, words like "For Kids" are reserved for apps in the Kids Category.

This guide focuses on the parts that touch your listing and your launch: categories, declarations, metadata, screenshots, and the monetization rules that reviewers check against what your listing promises. It is not legal advice; children's privacy laws such as COPPA and GDPR apply on top of store rules, and both Apple and Google tell developers to consult legal counsel.

The two systems at a glance

Apple: the Kids Category rules that matter

Guideline 1.3 — the category itself

Apple's guideline says Kids Category apps must not include links out of the app, purchasing opportunities, or other distractions to kids unless reserved for a designated area behind a parental gate.

It also says Kids Category apps:

• may not send personally identifiable information or device information to third parties;
• should not include third-party analytics or third-party advertising.

There are narrow exceptions. Third-party analytics may be permitted in limited cases if the service does not collect or transmit the IDFA or identifiable information about children, their location, or their devices. Third-party contextual advertising may be permitted in limited cases if the provider has publicly documented Kids Category practices, including human review of ad creatives.

One detail that catches teams out: once customers expect your app to follow Kids Category requirements, it has to keep meeting them in later updates, even if you deselect the category. Leaving the category is not a quick escape from the rules.

Guideline 2.3.8 — metadata wording

Use of terms like "For Kids" and "For Children" in App Store metadata is reserved for the Kids Category. Apple's privacy section repeats this and goes further: apps outside the Kids Category cannot include terms in the app name, subtitle, icon, screenshots, or description that imply the main audience is children.

So if you build a family-friendly drawing app but don't join the Kids Category, avoid "for kids" in your subtitle and keep screenshot captions about creativity and drawing, not about children.

2.3.8 also requires that all icons, screenshots, and previews meet a 4+ standard, which kids apps meet naturally, but it matters for "teen" apps that want a playful look.

Guideline 5.1.4 — kids' privacy

Apps intended primarily for kids should not include third-party analytics or advertising (with the same limited exceptions as 1.3). Apps in the Kids Category, or apps that collect personal information from minors, must include a privacy policy and comply with children's privacy statutes. Apple also notes that a parental gate is generally not the same thing as verifiable parental consent under those laws.

Google Play: Families Policies

Declare your target audience honestly

In Play Console's Target Audience and Content section, you select the age groups your app targets before publishing. Google's policy states that if you include imagery and terminology that could be considered targeting children, this may impact Google Play's assessment of your declared target audience, regardless of what you selected.

Google also asks you to select multiple age groups only if the app is genuinely designed for all of them. An app designed for preschoolers should select "Ages 5 & Under" rather than a broad range.

If you change your target age group or start using ads or in-app purchases, Google strongly recommends telling existing users via the "What's New" section or in-app messaging.

Data and SDK rules (summary)

For apps whose target audience includes children, the Families Policies include, among others:

• disclose collection of personal and sensitive information from children, including via SDKs;
• apps that solely target children must not transmit identifiers such as the Android advertising ID (AAID), IMEI, or MAC address, and may not request location permission or collect precise location;
• apps solely targeting children should not request the AD_ID permission when targeting API 33 or higher;
• APIs and SDKs must be approved for use in child-directed services;
• comply with COPPA, GDPR, and other applicable laws.

Ads and monetization

If you show ads to children or users of unknown age, you must use Google Play Families Self-Certified Ads SDKs, avoid interest-based ads and remarketing, and follow the Families ad format rules. Prohibited formats for children include ads that can't be closed after 5 seconds when they interfere with normal use, interstitials on app launch, multiple ad placements on a page, and ads that are hard to distinguish from app content.

Google also lists "not providing a distinction between the use of virtual game coins versus real-life money to make in-app purchases" as a prohibited practice.

What this means for your store listing

App name and subtitle / short description

On Google Play, all apps that comply with Families policies can opt in to be considered for the Teacher Approved program, but Google says it cannot guarantee inclusion. Don't put "Teacher Approved" in your metadata unless you have actually received it; it also falls under Play's metadata rule against implying participation in Google Play programs.

Screenshots

• Show real app screens. Parents want to see what their child will actually do.
• Write captions for parents. "Ad-free learning games for ages 3–5" speaks to the person who installs the app.
• Show parental gates and settings if they are a selling point. A screenshot of the parent area reassures buyers and shows reviewers what you built.
• Don't show purchase prompts aimed at children. Even if purchases are gated, a caption like "Unlock 100 more stickers!" next to a child character sends the wrong signal.
• Keep device frames simple. Kids apps are often iPad-first; make sure you upload genuine iPad screenshots. See our notes on device mockups.

Description and privacy

• State clearly whether the app has ads, in-app purchases, or accounts, and where the parental gate sits.
• Link your privacy policy, and make sure it matches your App Privacy details and Data safety form. Our privacy nutrition label guide covers how to keep those consistent.

Mixed-audience apps

If your app is for "everyone" but likely attracts kids (casual games, drawing tools), decide deliberately:

• On Google Play, a mixed audience including children still brings Families requirements, including a neutral age screen to keep children away from non-compliant ads and SDKs.
• On the App Store, if you don't join the Kids Category, keep metadata free of child-directed wording, and make sure ads are appropriate for your age rating.

Pre-submission checklist

• Correct category (Apple) and target audience age groups (Google) selected
• Parental gate in front of links, purchases, and settings (Apple Kids Category)
• No third-party analytics or ads unless they meet Apple's limited exceptions
• Only Families Self-Certified Ads SDKs for children on Google Play
• No "For Kids" wording on App Store metadata outside the Kids Category
• Screenshots show real screens and parent-facing captions
• Privacy policy published and consistent with App Privacy / Data safety answers
• Description states ads, purchases, and accounts honestly

Bottom line

Kids apps are judged as a whole: the app, the SDKs inside it, and the listing that describes it. Decide your audience first, pick the program that matches, and then write metadata and screenshots that speak to parents and agree with what the app actually does.