How to Set Target Audience and Content in Play Console
Your target age groups decide whether Google’s Families policy applies. How to choose honestly, what under-13 triggers, and common rejections.
Short answer
Under App content → Target audience and content, choose the age groups your app is designed for: 5 and under, 6-8, 9-12, 13-15, 16-17, or 18+. Selecting any group under 13 brings your app under Google Play’s Families policy, with stricter rules on ads, data and content.
The age groups
Google lists these groups: 5 and under, 6-8, 9-12, 13-15, 16-17, and 18 and over. You can pick several, but only if the app is genuinely suitable for each one you select.
What choosing under-13 means
From Google’s help:
- Your app must follow the Families policy.
- For apps aimed only at children, all ads must come from Families Self-Certified Ads SDKs.
- For mixed-audience apps that include children, ads shown to children and to users of unknown age must also come from those SDKs, and you need a neutral age screen.
- Data collection from children is restricted.
Choosing honestly
| Your app | Sensible choice |
|---|---|
| Finance, dating, business tools | 18+ (or 16+/18+) |
| General productivity, utilities | 13+ groups, or 18+ only |
| Casual game with broad appeal | 13+ unless designed for kids |
| Learning app for young children | The relevant under-13 groups, plus Families compliance |
A common rejection: “youthful” marketing
Google says that if your listing has youthful marketing but the app isn’t designed for children, it may be rejected. Cartoon mascots, bright colours and words like “kids” in your listing can trigger this. Either remove those elements or change your target audience.
Teacher Approved
Apps primarily for children, or mixed-audience apps including children, may be considered for Google’s Teacher Approved programme, which can surface them in the Kids tab.
Next steps
Finish the content rating and Data safety sections, then publish your closed test. If your app targets children, recruit parents as testers, never children directly.
Frequently asked questions
Can I change the target audience after launch?
Yes, but changes can trigger review, and moving into child age groups brings Families policy obligations from that point on.
What is a neutral age screen?
A screen asking for age without nudging users toward a particular answer. Google requires one for mixed-audience apps that include children.
Does 18+ mean my app is adult content?
No. It means you designed it for adults. Your content rating is separate.
Sources and how we keep this accurate
Policy facts are checked against Google's own documentation on the date shown above. Google can change requirements at any time, so confirm in your Play Console. Where we give advice or estimates rather than Google's rules, we say so. TestersZone is independent and not affiliated with Google. Drafts are AI-assisted and reviewed by our team.
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