# Guideline 5.1.4 - Privacy: Using 'For Kids' Without Being in Kids Category

**Guideline:** 5.1.4 · **Store:** Apple App Store · **Risk:** medium · **Difficulty:** easy · **Typical turnaround:** 1-2 hours

Canonical URL: https://appstorereject.com/rejections/apple/5/guideline-514-privacy-using-for-kids-without-being-in-kids-category

## Description

Apple is rejecting your app because it uses 'for kids' or similar child-directed language in its metadata (name, subtitle, description, keywords, screenshots) without being published in the Kids category on the App Store. Under guideline 5.1.4, apps that market themselves to children must be placed in the Kids category, which triggers additional privacy requirements under COPPA and Apple's own children's privacy policies. This rejection is a metadata issue, not necessarily a code issue. Apple considers any of these triggers: 'for kids,' 'for children,' 'kid-friendly,' 'child-safe,' 'ages 3-8,' or similar language in your app name, subtitle, description, promotional text, or keywords. If you use this language, Apple requires your app to be in the Kids category. The catch is that being in the Kids category comes with strict requirements: no third-party analytics, no third-party advertising (except certified COPPA-compliant networks), no links out of the app, no account creation for children, and parental gates for any external links or purchases. If your app can't meet those requirements, the fix is to remove the child-directed language from your metadata, not to move to the Kids category.

## Common variations

- App uses 'for kids' in metadata but is not in Kids category
- Child-directed language in app name, subtitle, or description
- App marketed toward children but not in Kids category
- App references children's ages in metadata without Kids category listing
- App name contains 'kids' or 'children' without appropriate category

## Example rejection email

```
Guideline 5.1.4 - Legal - Privacy - Kids

Your app uses 'for kids' or similar child-directed language in its metadata but is not published in the Kids category.

Specifically, your app's [name/subtitle/description] contains references to children (e.g., 'for kids,' 'child-friendly'), but the app is listed in the [current category] category. Apps that are marketed toward children must be placed in the Kids category.

Next Steps:
Please either:
1. Move your app to the Kids category and ensure compliance with all Kids category requirements, including COPPA compliance, no third-party analytics or advertising, and appropriate parental gates.
2. Remove all child-directed language from your app's metadata, including the app name, subtitle, description, keywords, and screenshots.
```

## Resolution steps

## Quick Assessment
- **Risk level:** Medium
- **Resolution path:** Fix & Resubmit (metadata change or category change)
- **Typical turnaround:** 1-2 hours

## The Fix

01. **Decide: Kids category or not** — If your app genuinely targets children, move it to the Kids category and ensure full COPPA compliance. If it targets a general audience, remove child-directed language.

02. **Option A: Move to Kids category** — In App Store Connect, change the primary category to an appropriate Kids subcategory. Then ensure: (a) no third-party analytics except Apple's, (b) no third-party advertising except COPPA-certified networks, (c) parental gates on external links and purchases, (d) no account creation for children, (e) no collection of personal information from children.

03. **Option B: Remove child-directed language** — Remove 'for kids,' 'for children,' 'child-friendly,' age ranges, and similar terms from your app name, subtitle, description, keywords, and screenshot text. Reframe for a general audience.

04. **Audit screenshots and preview videos** — Check that promotional assets don't contain child-directed messaging that contradicts your chosen path.

05. **Update the age rating** — Ensure the age rating in App Store Connect is consistent with your target audience.

## Prevention
- Decide your category before creating marketing materials
- If targeting families, consider the Kids category requirements early
- Avoid casual use of 'kids' or 'children' in metadata for general-audience apps

## Before / after examples

**Before:** App name: 'MathBlast - Fun Learning for Kids'; Category: Education; includes Google AdMob and Firebase Analytics
**After:** Option A: App moved to Kids category, AdMob replaced with Apple Search Ads, Firebase Analytics removed, parental gates added. OR Option B: App renamed to 'MathBlast - Fun Learning Games', child-directed language removed from all metadata, remains in Education category
**Why it works:** You must either fully commit to the Kids category with all its restrictions, or remove all child-directed marketing language.

## Common questions

**How long does this typically take to fix?**

Typical turnaround is 1-2 hours (difficulty: easy). After resubmission, most re-reviews complete within 24-48 hours.

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*Machine-readable source: https://api.appstorereject.com/api/rejections/detail?slug=guideline-514-privacy-using-for-kids-without-being-in-kids-category*