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NEW: iOS Content Advisories — Sort Apps by Content

NEW: iOS Content Advisories — Sort Apps by Content

We’ve added iOS content advisories to the 42matters Explorer! Now you’ll be able to sort all iOS apps available on the Apple App Store by the content they contain.


Last week, we announced that the 42matters Explorer platform now enables users to filter Android apps by content descriptors, which provide consumers, app developers, ad networks, and advertisers with information on the sort of content contained within apps.


Today, we’re pleased to announce that our development team has added a corresponding feature for all iOS apps available on the Apple App Store. Indeed, our users will now be able to filter apps based on iOS content advisories.


In this article, we’ll address...

So, without further ado, let’s begin!


To learn more about how to use iOS content advisories to optimize your mobile marketing, set up a free live demo!

What Are iOS Content Advisories?

Content advisories are a critical aspect to Apple’s app content advisory rating system. Similar to the way movies are rated in the film industry, Apple analyzes app content and assigns ratings based on the suitability of their subjects for particular audiences. Apple’s content rating categories include: 4+, 9+, 12+, 17+, and Not yet rated.


In this context, iOS content advisories describe why iOS apps are rated the way they are. For instance, the Instagram app is placed in the 12+ category due in part to the following content advisories: Infrequent/Mild Alcohol, Tobacco, or Drug Use or References and Infrequent/Mild Profanity or Crude Humor.


In order to receive a content rating for an iOS app, developers must fill out a content rating matrix on iTunes Connect as they are preparing the app for publication. This matrix consists of ten content-related questions. Depending on the answers provided, the app will be placed into one of the four previously mentioned age categories.


It should also be noted that all apps sold on the Apple App Store are subject to approval by Apple for the purpose of basic reliability testing and other analysis. Moreover, apps that do not receive ratings according to the Apple App Store content rating system cannot be purchased on the App Store.


Apple’s content advisories include the following:

  • Unrestricted Web Access
  • Infrequent/Mild Cartoon or Fantasy Violence
  • Infrequent/Mild Mature/Suggestive Themes
  • Infrequent/Mild Alcohol, Tobacco, or Drug Use or References
  • Infrequent/Mild Medical/Treatment Information
  • Infrequent/Mild Profanity or Crude Humor
  • And more!

For more on how Apple rates app content, check out our article Apple App Store Content Rating Statistics 2021.

Why Are iOS Content Advisories Important?

Just like Google’s content descriptors, iOS content advisories have become increasingly valuable to consumers, app developers, ad networks, and advertisers alike. By using content advisories to determine which apps contain potentially objectionable content, demand-side platforms (DSPs) can provide better app selection for advertisers. This improves ad targeting and guarantees brand safety.


Beyond this, content advisories provide consumers with a modicum of transparency. This is valuable for a couple reasons. The first is that it helps users avoid downloading apps that contain objectionable material. The second is that, by limiting the number of negative experiences, it will help app publishers avoid negative reviews.

Where Can You Find iOS Content Advisory Data on the Explorer?

To access content advisory data via the 42matters Explorer, do the following.

1. Launch the 42matters Explorer

Open the 42matters ‘Launchpad’ and click ‘iOS Apps’ in the section titled ‘Explorer.’

Launchpad: NEW: iOS Content Advisories — Sort Apps by Content


2. Tick the Box Next to ‘Advisories’

From the Explorer dashboard, tick the box next to ‘Advisories’ in the ‘Store Listing’ section of the left-hand toolbar. Use the search bar to find specific advisories, or browse all advisories by clicking ‘List all.’


3. Select the Content Advisories You Would Like To Filter

To find apps that use specific content advisories, tick the box next to the advisories of interest in the pop-up. Then click confirm to apply the filter.

4. And that’s that!

You should end up with a list that looks something like this:


One more thing! The 42matters Explorer provides two additional content advisory filtering options: “Match any” and “Match all.” “Match any” functions as an OR operator, listing all apps that contain any of the advisories you list. The “Match all” option will list all apps that contain all the advisories you include in your filtering. 

iOS Content Advisory Insights From the Advanced Query API

That said, the Explorer is a really big platform. If you’re after content advisory insights only, and you don’t want to invest in the full Explorer offering, you should check out our Advanced Query API. This is a more economical way to access our iOS content advisory data. Here’s an example:


To take the Advanced Query API for a test drive, sign up for a 14-day free trial!

Get Started With 42matters!

At 42matters, we provide app insights, data, and analytics via a host of useful APIs, file dumps, and the 42matters Explorer.


The Explorer, which you can try free for 14-days, is an app market research tool that offers a comprehensive look at app trends and statistics. Aside from content descriptor insights, this includes in-depth, visual information on downloads, categories, top charts, rating and review analyses, and more. This data can be downloaded as a CSV file and leveraged however you like — in your own algorithms, analyses, products, studies, etc.


If you would like to learn more about our recent updates, or any other mobile app analytics from 42matters, schedule a free demo with one of our experts!