# App Store Guideline 2.3.8: metadata not appropriate for all audiences
> Apple rejected the app under Guideline 2.3.8: icons, screenshots or previews aren’t fit for a 4+ audience, or the metadata says “For Kids”. Here’s the fix.
Canonical: https://app369.com/fix/app-store-guideline-2-3-8-metadata-all-audiences/
Last updated: 2026-11-09
Guideline 2.3.8 is the App Store rule that icons, screenshots and previews suit a 4+ audience, even when the app itself is rated higher. It also reserves “For Kids” wording for the Kids Category and asks for similar names and icons.
**Short answer**
Replace any icon, screenshot or preview frame with violence, mature themes or crude content with images a 4+ audience can see. Remove “For Kids” and “For Children” from the name, subtitle, icon, screenshots and description unless the app is in the Kids Category. Keep the app name and every icon similar, then resubmit and say what changed in App Review notes.
Rather not fix it yourself? [**App Fix Ticket**](https://app369.com/fixed-price/flutter-firebase-bug-fix/) starts with a fixed-price diagnosis, then a fixed price for the fix before any fix work.
## **What triggers 2.3.8, and the fix**
1. 01 ### **Screenshots or previews show mature content**
> “For example, if your app is a game that includes violence, select images that don’t depict a gruesome death or a gun pointed at a specific character.” [**Apple, Guideline 2.3.8**](https://developer.apple.com/app-store/review/guidelines/#2.3.8) A game rated 17+ still needs 4+ store images. Swap gory or weapon-focused frames for gameplay that shows the app without them, and check in-app purchase images too.
2. 02 ### **The metadata says “For Kids”**
> “Use of terms like “For Kids” and “For Children” in app metadata is reserved in the App Store for the Kids Category.” [**Apple, Guideline 2.3.8**](https://developer.apple.com/app-store/review/guidelines/#2.3.8) A learning app outside the Kids Category can’t use those words. Describe the subject and age range plainly instead, or choose the Kids Category and meet its rules.
3. 03 ### **The name or icons don’t match**
> “Remember to ensure your metadata, including app name and icons (small, large, Apple Watch app, alternate icons, etc.), are similar to avoid creating confusion.” [**Apple, Guideline 2.3.8**](https://developer.apple.com/app-store/review/guidelines/#2.3.8) A store name that differs from the home screen name, or an alternate icon that looks like another app, confuses users. Keep one name and one recognizable icon across every size.
4. 04 ### **A localized listing was missed** Also check: every localization has its own screenshots and keywords. Fix them all before resubmitting, or the same note comes back.
Checked against the vendor’s docs on November 9, 2026: [App Store Review Guidelines: 2.3.8](https://developer.apple.com/app-store/review/guidelines/#2.3.8); [Apple: App Review (replying and appeals)](https://developer.apple.com/distribute/app-review/).
## **Rather hand it over?**
Fixed scope, fixed price, paid upfront. The work happens in writing; no call needed.
**Resubmit before Apple’s holiday slowdown**
Pay for the Diagnosis and send the rejection and access to the app by Monday, December 7 (US Eastern). The Diagnosis is back by Thursday, December 10. Pay for the Fix that day and it arrives as a pull request by Thursday, December 17, in time to build and resubmit before December 20.
In past years Apple said reviews may take longer around the holidays: [December 20 to 26 in 2024 (opens in a new tab)](https://developer.apple.com/news/?id=iwvebnw2), [December 22 to 27 in 2023 (opens in a new tab)](https://developer.apple.com/news/?id=uijoypq9), [December 23 to 27 in 2022 (opens in a new tab)](https://developer.apple.com/news/?id=xpkhwg3l). Apple hasn’t posted its 2026 dates yet (checked October 30). Approval stays Apple’s decision.
- [from $450**App Fix Ticket**One reproducible bug in an existing mobile or web app, diagnosed and fixed.**See scope and start**](https://app369.com/fixed-price/flutter-firebase-bug-fix/)
[**All 127 Fiverr reviews**](https://app369.com/reviews/)
Related: [**App Store Guideline 2.3 (accurate metadata)**](https://app369.com/fix/app-store-guideline-2-3-accurate-metadata/) · [**App Store Guideline 4.1 (copycats)**](https://app369.com/fix/app-store-guideline-4-1-copycats/) · [**App Store Guideline 1.2 (user-generated content)**](https://app369.com/fix/app-store-guideline-1-2-user-generated-content/) · [**App Store Guideline 4.2.3**](https://app369.com/fix/app-store-guideline-4-2-3-standalone-app/)
Questions
## **More on this rejection**
**Should I reply to App Review or appeal? **+
Reply first. Apple says you can correspond with App Review in App Store Connect to resolve the issues before resubmitting, which is the place for a demo account, a screen recording or an explanation. Appeal to the App Review Board only if you believe App Review misunderstood the app or treated you unfairly. Apple allows one appeal per rejected submission and asks for specific reasons the app complies.
**Does a new build need to be uploaded? **+
Often not. Screenshots, previews and text can change in App Store Connect; the app icon and home screen name live in the build, so changing those needs a new build.
**Can you fix it for me? **+
Yes, through the App Fix Ticket: you send the rejection message and access to the app, Simon writes a diagnosis of what App Review hit and how to fix it, then fixes the code so you can resubmit. Each step has a fixed price, paid upfront. Approval stays Apple’s decision; the ticket covers the fix.
A different error?
## **Describe it and get a written quote**
Send the error and what you were doing. You get a written scope, a fixed price and a timeline; Simon replies by email, usually within one business day.
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