# Guideline 1.1 - Safety: Objectionable Content in App Marketing **Guideline:** 1.1 · **Store:** Apple App Store · **Risk:** medium · **Difficulty:** easy · **Typical turnaround:** 1-2 days Canonical URL: https://appstorereject.com/rejections/apple/1/guideline-11-safety-objectionable-content-in-app-marketing ## Description Apple is rejecting your app because its marketing materials — specifically the App Store metadata like the description, subtitle, keywords, or promotional text — include terms or imagery that reference objectionable content or services. **This doesn't mean your app itself contains objectionable material. The issue is specifically with how it's presented on the App Store.** Common triggers include: 1. Description text that mentions adult content, drug use, excessive violence, or other objectionable themes, even in passing 2. References to features that could be used to create or distribute objectionable content 3. Marketing copy that uses provocative or suggestive language to attract downloads 4. Keywords or subtitle text that references objectionable categories The frustrating part is that Apple doesn't tell you which words or phrases are objectionable in their rejection. It's a bit of a guessing game. Apple enforces this because the App Store is meant to be safe and appropriate for a general audience (the storefront itself, not just the app). Apple may have a list internally, but they don't make it public. ## Common variations - App marketing includes terms or images that reference objectionable content or services in the description field - App metadata references objectionable content in the subtitle or promotional text - App keywords include terms associated with objectionable content categories - App screenshots or preview video contain references to objectionable services - Marketing copy references features that could be used to create objectionable content ## Example rejection email ``` Guideline 1.1 - Safety - Objectionable Content The app's marketing includes terms or images that reference objectionable content or services. These references can be found in the app's metadata, including, but not limited to, the following metadata field(s): description. Apps on the App Store should be safe and appropriate for a general audience. App marketing should not include references to objectionable content or features that could be used to create objectionable content. Next Steps: Please revise your app's marketing to remove any references to objectionable content or services. ``` ## Resolution steps ## Quick Assessment - **Risk level:** Medium - **Resolution path:** Fix & Resubmit (revise App Store metadata) - **Typical turnaround:** 1-2 days ## The Fix 01. **Identify the flagged metadata field(s)** — Apple's rejection email usually specifies which field triggered the issue (description, subtitle, keywords, etc.). If not specified, audit all metadata fields. 02. **Review your app description** — Look for any language that references adult content, violence, drug use, gambling, or other objectionable themes. Even context like "we don't allow adult content" can trigger this rejection because it mentions the term. 03. **Audit subtitle and keywords** — Remove any keywords that could be associated with objectionable content categories, even if your intent was to differentiate your app from those categories. 04. **Check screenshots and preview videos** — Ensure no visual content references objectionable material, even in UI text visible in screenshots. 05. **Rewrite with neutral language** — Replace problematic phrases with neutral alternatives. Instead of saying what your app doesn't do ("no adult content"), focus on what it does do ("family-friendly experience"). 06. **Resubmit with Review Notes** — Explain what changes were made to the metadata and confirm all references to objectionable content have been removed. ## Prevention - Have someone outside your team review App Store copy before submission - Avoid mentioning content categories your app restricts — focus on what it offers - Use Apple's App Store Connect metadata preview to review how your listing appears - Keep marketing language professional and appropriate for all audiences ## Appeal guidance Appeals are rarely successful for this rejection since it's about metadata you control. Instead, revise the flagged metadata fields and resubmit. Only appeal if you believe Apple misidentified standard, non-objectionable language — in that case, quote the specific text and explain why it's appropriate for a general audience. ## Before / after examples **Before:** Description: 'Our AI filter blocks all NSFW, adult, and explicit content — keeping your feed clean and safe for work.' **After:** Description: 'Our AI filter ensures your feed stays clean, professional, and appropriate for all audiences.' **Why it works:** Even mentioning that you block objectionable content uses terms Apple flags. Focus on the positive outcome instead. **Before:** Description: 'Create and share any content — we don't censor violence, controversial opinions, or edgy humor.' **After:** Description: 'Create and share content with your community. Express yourself through text, images, and video.' **Why it works:** Referencing features that enable objectionable content creation is itself a violation. Keep messaging neutral. ## Common questions **Can you appeal a 1.1 rejection?** Appeals are rarely successful for this rejection since it's about metadata you control. Instead, revise the flagged metadata fields and resubmit. Only appeal if you believe Apple misidentified standard, non-objectionable language — in that case, quote the specific text and explain why it's appropriate for a general audience. **How long does this typically take to fix?** Typical turnaround is 1-2 days (difficulty: easy). After resubmission, most re-reviews complete within 24-48 hours. --- *Machine-readable source: https://api.appstorereject.com/api/rejections/detail?slug=guideline-11-safety-objectionable-content-in-app-marketing*