Behavioural Ads Banned in iOS Kids Apps Category
- Wednesday, August 14th, 2013
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Apple has updated its App Store Review Guidelines, adding rules for the forthcoming Kids category which will be rolled out with the launch of iOS 7 this autumn.
Under the new rules, any apps targeted primarily at users under 13 years of age must include a privacy policy. These apps must also “get parental permission or use a parental gate before allowing the user to link out of the app or engage in commerce” – presumably intended to combat the controversy prompted by news of children inadvertantly spending large amounts of money on in-app purchases.
The rules also address how advertising will work in any apps intended for a younger audience. All ads must be age-appropriate, while behavioural advertising, based on the users activity in-app, is banned. 
The update also reveals that the Kids category will be broken down into three age categories: 5 years and under, 6-8 years, and 9-11 years.
