Only recently, Google came out to say that they will be using a new app rating system, based on specific regions. Google will provide a questionnaire to developers that will require them to complete it upon submission of their apps. The questionnaire will then be reviewed and the application allocated a rating. The new system is now available for the web version and is currently rolling out for the mobile version of Google Play Store.
On the web version of the Google Play Store you are able to see the new age and region appropriate ratings under the app. These would vary depending on which region you submitted it to. For example, the International Age Rating Coalition ratings in the US and are follows:
E – Appropriate for all ages but may also contain mild violence (cartoon) or the occasional use of mild language
E10 – Suitable for people 10 years and older
T – For ages 13 years and up (teens) and may contain crude humour, a little bit of blood or the possibility of strong language.
M – Ages 17 and up as it may contain strong language, sexual content or intense violence.
AO – For ages 18 and up (adult) as there may be the addition of gambling with actual money or graphic sex.
Developers would fill out the questionnaire and then submit it to Google to have them passed on to the appropriate person to evaluate. This process also applied to existing apps who had to submit the completed questionnaire as well. The ratings are still rolling out for the Google Play App Store however are now available on web for your view.
After 5+ years in development, we're excited ... 
