Guideline 2.3.8

Guideline 2.3.8 - Accurate Metadata: Mature Content in App Store Screenshots

Low SeverityEasy FixTypical Fix: 2-8 hours0 Reports

Also known as:Screenshots contain content not appropriate for all agesApp preview video includes mature or violent imageryScreenshots include profanity or suggestive contentMarketing materials are not suitable for youngest App Store audienceScreenshots must be appropriate regardless of app's age rating

Our Take

Apple is rejecting your app because the App Store screenshots or preview videos contain content that is not suitable for a general audience. App Store screenshots must be appropriate for a 4+ rating regardless of the app's actual age rating. This catches many developers off guard -- even if your app is rated 17+, your screenshots must be family-friendly. The rationale is that anyone browsing the App Store can see your screenshots, including children. The actual app content can be age-restricted, but the marketing materials (screenshots, app previews, promotional text) cannot contain violent, sexual, or otherwise mature imagery. This rejection commonly hits: games with violent or gory screenshots, dating apps showing suggestive imagery, apps with profanity visible in screenshots, and apps where screenshot text overlays contain mature language.

Resolution Guide

Identify the problematic screenshots

Review all screenshots and preview videos through the lens of 'would this be appropriate for a 7-year-old browsing the App Store?'

Replace with family-friendly alternatives

Capture screenshots that showcase the app's features without mature content. For a game with combat, show strategic planning or character customization instead of battle scenes. For dating apps, show the matching UI, not suggestive profile photos.

Check text overlays

Ensure any marketing text on screenshots doesn't contain profanity, sexual innuendo, or violent language.

Review app preview videos

The same rules apply to app preview videos. Every frame must be appropriate for all ages.

Verify across all localizations

If you have localized screenshots, check every language version.

Prevention

Apply the 'browsing with a child' test to all marketing materials

Choose screenshots that highlight features and UI, not content

Keep a set of 'review-safe' screenshots specifically for the App Store

Remember: your app can be 17+, but your screenshots must be 4+

Example Rejection Email

From:Apple App Review Team

Subject:Guideline 2.3.8 - Accurate Metadata: Mature Content in App

Guideline 2.3.8 - Performance - Accurate Metadata Your app's screenshots contain content that is not appropriate for all ages. Specifically, the screenshots include imagery that is not suitable for the youngest App Store audience. App Store screenshots and previews must be appropriate for all ages, regardless of the app's age rating. Next Steps: Please replace your screenshots with images that are appropriate for all ages. The screenshots should still accurately represent the app experience, but without mature content.

Before & After

Before — Rejected

Horror game screenshots showing graphic zombie imagery and blood splatter to showcase gameplay

After — Approved

Screenshots showing the game's atmospheric environments, inventory management screen, and map exploration -- all conveying the genre without graphic content

What changed: Your screenshots need to sell the experience without showing content that wouldn't pass a 4+ rating. Focus on atmosphere and features over graphic content.

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