CTIA-The Wireless Association and the Entertainment Software Rating Board (ESRB) announced a newly-developed rating system that six mobile application storefronts will voluntarily support as part of their application submission (or onboarding) process. The CTIA Mobile Application Rating System with ESRB will utilize the well-known and trusted age rating icons that ESRB assigns to computer and video games to provide parents and consumers reliable information about the age-appropriateness of applications. Today’s announcement is an extension of CTIA’s 2010 Guidelines for Application Content Classification and Rating.
AT&T, Microsoft, Sprint, T-Mobile USA, U.S. Cellular and Verizon Wireless are the founding members of the rating system, and other storefronts have indicated their interest in joining. As technologies and build-out schedules differ by each storefront, full implementation timelines will vary; each storefront may make its own announcement on when the rating system will be available for their customers.
When developers submit their applications to a participating storefront they will be able to complete a detailed yet quick multiple choice questionnaire that is designed to assess an application’s content and context with respect to its age-appropriateness. This includes violence or sexual content, language, substances, etc., as well as other elements such as a minimum age requirement, the exchange of user-generated content, the sharing of a user’s location with other users of the application and the sharing of user-provided personal information with third parties. Once developers complete all answers to these questions, their applications are rated within seconds. Each rated app is issued a certificate and a unique identifying code that may be subsequently submitted to other storefronts during their respective onboarding processes, avoiding the need for developers to repeat the rating process. This means consistent ratings across participating storefronts and a convenient, cost-free process for app developers.
To ensure content disclosures were complete and the ratings assigned were appropriate, ESRB will routinely test the most popular applications and closely monitor consumer complaints. If an inappropriate rating is found to have been assigned ESRB will promptly adjust the rating and will notify the developer and the storefront(s) that have the application to ensure consumers have reliable information.
Since the project’s inception, CTIA and ESRB, together with the six founding storefronts and numerous developers, worked closely to incorporate feedback to ensure the system is user-friendly while meeting the needs of consumers. There is no expiration date associated with app rating assignments and no renewal requirement. However, if subsequent updates to an app modify its content in a way that may affect its rating, it should be resubmitted.
Apple and Google, which operate the two dominant app stores, each use their own set of age-based rating guidelines. The App Store labels titles as 4+, 9+, 12+ and 17+, while Google’s Android Market allows developers to designate apps as “All,” “Pre-Teen,” “Teen” or “Mature.” For its part, Google, whose app store offers more than 400,000 titles, doesn’t plan to adopt the CTIA ratings.