How to market a kids app: the store rules that shape it

On the App Store, terms like “For Kids” and “For Children” in app metadata are reserved for the Kids Category. An app outside that category cannot use terms in its name, subtitle, icon, screenshots or description that imply its main audience is children. So the first marketing decision is a store decision: if children are the audience, join the Kids Category and follow its rules; if they are not, describe the app for the people it is really for. Apple also warns that once customers expect your app to follow Kids Category rules, it has to keep meeting them in later updates, even if you deselect the category. On Google Play you declare target age groups in Play Console before publishing, and Google says that imagery and terminology that could be considered targeting children may affect its assessment of the audience you declared. An app for babies, toddlers and preschoolers should select only “Ages 5 & Under”.

Apple says Kids Category apps must not include links out of the app, purchasing opportunities or other distractions to kids unless they sit in a designated area behind a parental gate. That shapes how you cross-promote: a “more apps” or “visit our site” link belongs behind the gate, where the parent is. Google Play’s Families policy applies to all monetization in a child-directed app, including cross-promotion of your own apps and in-app purchase offers. Buttons that promote your other Play listings must be distinguishable from app content, the app must make clear the difference between virtual coins and real money, and Google can reject or remove apps for overly aggressive commercial tactics.

Apple says Kids Category apps may not send personally identifiable information or device information to third parties, and should not include third-party analytics or third-party advertising. Third-party analytics may be allowed in limited cases if they do not collect or transmit the IDFA or anything that identifies children, their location or their devices, and third-party contextual ads may be allowed if the provider has public policies for Kids Category apps that include human review of ad creatives. On Google Play, apps that show ads to children or users of unknown age must use only Families self-certified ads SDKs, may not use interest-based advertising or remarketing for those users, and must follow the ad format rules: no ads that cannot be closed after 5 seconds when they interrupt use, no interstitials on launch, no more than one ad placement on a page, and no ads that look like app content. Apps that solely target children must not transmit the Android advertising ID. For marketing, this means measuring what happens on your own website and store listing, not inside the child’s session.

Since the rules keep tracking and ads away from children, the audience you market to is the parent or teacher. That makes the store listing and your website do most of the work: say plainly what the child does in the app, what age it is built for, and what it does not have, such as ads or open chat, as long as each of those is true. Google Play apps that comply with the Families policies can also opt in to be rated for the Teacher Approved program, though Google does not guarantee inclusion. The usual store tools still apply to the listing itself; see how to promote an iOS app, how to promote an app on Google Play and the ASO checklist.

Censuus ranks apps by the real visit traffic they draw on the web, which suits apps whose marketing happens on a website for parents rather than inside the app. You can see how learning apps rank in the education category. Adding your app is free on the submit page, and it can rise on the visits it earns. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. We do not promise downloads or store rankings, and this guide is not legal advice.