Guideline libraryTopic overview

Content, user safety and legal rights: what reviewers look for

Rules about what an app may show or enable fall into three overlapping groups. The first is content that harms people directly, such as hate speech, graphic violence and sexual material. The second is regulated activity, such as gambling, financial services, health claims and age-restricted products. The third is rights: whether the developer has permission to use the music, characters, brands and websites that an app depends on.

A common theme across all three is that the developer is responsible for what the app presents, whoever created it. Content written by users, generated by a model or loaded from a partner is treated as the app's own. That is why apps with chat, uploads or generative features meet these rules most often, because a reviewer can test them directly and see what comes back.

Regulated categories add a second dimension: geography. A feature that is lawful in one country may be restricted in another, so licensing, age checks and regional availability become part of what is reviewed.

How Apple approaches it

Apple's safety rules are in section 1, starting with the broad objectionable-content rule 1.1 and its specific sub-rules, then user-generated content in 1.2, medical claims in 1.4.1 and developer information in 1.5. Regulated activity is spread across sections 3 and 5, including cryptocurrency in 3.1.5 and real-money gaming in 5.3. Intellectual property and third-party services are in 5.2.

Apple's user-generated content requirements are specific: a way to filter objectionable material, a way to report it, a way to block abusive users and published contact details.

How Google Play approaches it

Google's equivalent policies include Inappropriate Content, User-Generated Content, Health Content and Services, Financial Services, Real-Money Gambling, Intellectual Property and its policy on synthetic and AI-generated content. Several of them require declarations in Play Console, and some depend on a developer-held licence for each country of availability.

Google's list of approved countries for real-money gambling is an example of a rule where geography, not the content of the app, decides the outcome.

Where the two platforms differ

Both platforms apply moderation expectations to user content. Apple lists the specific safeguards in guideline 1.2, while Google frames the requirement as a working moderation strategy.
Gambling is handled through approved regions and licences on Google Play and through jurisdiction licensing and geofencing on the App Store.
Health claims are reviewed on both, with Apple focusing on medical advice and dosing and Google on claims that could cause harm if wrong.
Google has a dedicated policy for AI-generated content. Apple addresses similar concerns through its existing content and user-generated content rules.
Copyright and permission requirements are similar in spirit, and both platforms act on valid complaints from rights holders.

What reviewers typically check

What a typical user encounters in the first few minutes, including any content generated by users or by a model.
Whether there are ways to report content and block users wherever other people's material appears.
Whether the age rating or content rating matches the strongest content a user could reach.
Whether regulated features such as gambling, lending or crypto trading are licensed for the places where the app is offered.
Whether music, images, characters, brands and third-party services used by the app appear to be licensed or authorised.

Key terms

User-generated content: Anything that people using the app create and that others can see, such as posts, comments, photos or messages.
Content rating: A label describing the appropriate audience for an app, set through a questionnaire on both stores.
Geofencing: Restricting a feature to places where it is permitted, using location or account information.
Takedown notice: A formal complaint from a rights holder asking for infringing content to be removed.
CSAE: Child sexual abuse and exploitation, a category that Google treats as zero-tolerance.

Common questions

Who is responsible for content posted by users?

The developer is expected to take responsibility for what the app presents, which is why moderation and reporting tools are part of review.

Why are generative features reviewed so closely?

A reviewer can prompt them directly, so any gap in safeguards shows up quickly during testing.

Does a licence in one country cover others?

Generally not. Regulated categories are licensed jurisdiction by jurisdiction.

Apple guidelines on this topic

1.1 — Objectionable contentApps can't host content that's obscene, defamatory, or designed to demean a group of people.1.1.1 — Defamatory, discriminatory, or mean-spirited contentContent that demeans a specific group based on race, religion, gender, or similar traits isn't allowed, even as humor.1.1.2 — Realistic portrayals of violencePhoto-realistic violent imagery has stricter limits than stylized or cartoon violence.1.1.4 — Overtly sexual or pornographic materialPornographic content, or material designed mainly to be sexually arousing, isn't allowed on the App Store at all.1.2 — User-generated contentApps where users post content need moderation tools, a reporting mechanism, and a way to block abusive users.1.2.1 — Creator contentApps built around a single creator's content still need the same moderation standards as any other UGC app.1.4.1 — Medical and health claimsApps that give medical advice or dosing information need to come from a credentialed source.1.4.3 — Substance consumptionApps encouraging illegal drug use, or making it look casual and safe, aren't allowed.1.7 — Reporting criminal activityApps that become aware of criminal activity endangering a minor have to report it appropriately.3.1.5 — CryptocurrenciesCrypto exchange and wallet apps need the right licenses; mining is only allowed off-device via cloud services.4.7 — Mini apps, mini games, streaming games, chatbots, and game emulatorsHTML5 mini-games, streaming game catalogs, and emulators are allowed, but only under specific rules.5.1.3 — Health and health researchApps handling HealthKit data or running health research studies have extra consent and data-use restrictions.5.2.1 — Third-party intellectual propertyYou need the rights to any music, video, images, or content your app displays.5.2.2 — Third-party sites and servicesIf your app integrates a third-party site, product, or service, you need documented permission to do so.5.2.3 — Audio and video downloadingApps can't offer a way to download copyrighted audio or video from a source that doesn't allow it.5.3.1 — Sweepstakes sponsorshipContests and sweepstakes run through your app need to be sponsored by you and follow official rules.5.3.3, 5.3.4 — Real money gaming and lottery requirementsReal-money gambling, casino, and lottery apps need proper licensing in every region they operate in.

Google Play policies on this topic

Age-Restricted Content — Age-restricted content and functionalityApps built around alcohol, tobacco, or other age-gated products need an actual age screen, not just a rating label.AI-Generated Content — Synthetic and AI-generated contentApps that generate synthetic media (deepfakes, AI images/voices) need safeguards against misuse and clear labeling.Blockchain Content — Blockchain-based contentCrypto exchanges, wallets, and NFT apps have to clearly disclose what they do and follow extra financial-app requirements.Financial Services — Financial servicesLending, crypto, and financial apps need extra disclosures and often region-specific licensing.Gambling — Real-money gambling, games, and contestsReal-money gambling apps are only allowed in specific countries, and only if licensed there.Health Content — Health content and servicesApps offering medical or health guidance can't make unsubstantiated claims, especially around serious conditions.Inappropriate Content — Hate speech and graphic violenceContent that promotes violence, incites hatred against a protected group, or is gratuitously graphic isn't allowed, even as user-submitted content.Intellectual Property — Intellectual property infringementYour app can't use another rights holder's trademarks, characters, or copyrighted assets without permission.UGC — User-generated content moderationApps that let users post content need a real moderation system, not just a reporting button.

Platform rules change often. This page is a plain-language overview written by AppReviewFix, not official guidance. Check the App Store Review Guidelines and the Google Play Developer Program Policies for the exact current wording.

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