Applications will be rated according to four content rating levels: All, Pre-teen, Teen, & Mature.
To prepare for this launch, starting next week, developers submitting new or updated applications will be required to include a rating for all applications and games uploaded onto Android Market. In addition, developers will have the next several weeks to add a rating to their existing applications and games. Once content rating is visible to users, any applications or games that do not include a rating will be treated as “Mature”.
Source: Android Developers Blog: Content Rating for Android Market
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