Designed for Families ASO: keywords, screenshots and ad rules that don't get you rejected.
Kids apps play by stricter rules on Google Play. Most rejections come from settings and SDKs, not from the listing copy. Here is the checklist we run before a kids title ships.
The fastest way to lose a kids app is not a bad keyword. It is an ads SDK nobody checked, or a target-age setting that doesn't match the screenshots.
"Designed for Families" used to be a separate opt-in programme. In 2022 Google folded its requirements into the Families policy, which now applies to every app that includes children in its target audience. Our Teacher Approved guide covers the badge and the Kids tab; this one covers staying compliant while you optimise.
Get the declaration right first
- Declare the target audience honestly in Play Console. Choose several age groups only if the app is built for all of them. Apps for babies, toddlers or preschoolers should pick only "Ages 5 & Under".
- Expect Google to check. The policy says Google may override the declared audience if imagery or terminology suggests the app targets children. Cartoon art plus a "13+" declaration is a red flag.
- Keep Data safety, target audience and the content rating consistent, and update them when the app changes.
Ads: the rule that causes most problems
| Rule | What it means in practice |
|---|---|
| Certified SDKs only | If ads can reach children or users of unknown age, use only Families Self-Certified Ads SDKs |
| No personalisation | No interest-based advertising or remarketing for those users |
| No launch interstitials | Nothing full-screen when the app opens, no ad walls |
| Closeable rewarded ads | Opt-in ads that interrupt play must be closeable after 5 seconds |
| Clearly ads | Ads must be distinguishable from app content, with no accidental-click designs |
| Mixed audiences | Use a neutral age screen so children only see non-personalised ads from certified SDKs |
Child-only apps also must not transmit the Android advertising ID, must not request precise location, and must not include SDKs that aren't approved for child-directed services.
Now optimise the listing
Keywords
Use the words parents actually type: the subject ("maths", "phonics"), the age ("for 5 year olds") and the format ("quiz", "colouring"). We cover how to find them in kids app keyword research. Don't promise outcomes you can't back ("guaranteed to improve grades").
Screenshots
Show real gameplay at the size a child sees it. Add one screenshot that answers the parent's questions directly: no ads in kids mode, purchases behind a parent gate, works offline. Gyan Studios redesigned its screenshots five times based on conversion data before they settled.
Short description
Age band, subject and the one fact that removes doubt: "Maths practice for ages 6 to 10. No ads, works offline." That sentence does more for conversion than any superlative.
Policy text changes. Check the current Families policy in Play Console Help before each major release, and re-read it whenever you add an SDK.
Questions people ask
What is Designed for Families on Google Play?
It was Google Play's programme for kids apps. In 2022 its requirements were merged into the Families policy, which applies to any app that includes children in its target audience.
Can kids apps show ads on Google Play?
Yes, but only from Families Self-Certified Ads SDKs, with no interest-based ads or remarketing, and within the ad format rules such as no interstitials on launch.
Can Google change my app's target audience?
Yes. The Families policy says Google may review and override the declared audience if the app's imagery or terminology suggests it targets children.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
