Complaint against Google and Apple alleging misleading app store age ratings filed with CMA

London, 30 June 2025 - Good Law Project, supported by 5Rights, bring a complaint under new Digital Markets, Competition and Consumer Act provisions alleging that Google and Apple breach competition, consumer and data legislation by displaying misleading age-ratings for hundreds of the most popular apps in their app stores.

The complaint filed with the Competition Market Authority (CMA) sets out alleged breaches of consumer, data protection and competition law by Apple and Google in relation to the age rating displayed for apps in their app stores.

The campaign groups argue that these age ratings mislead children and their parents into purchasing and using apps which require users to be much older than the age rating indicates. In some cases, displayed age ratings show that an app’s content is suitable for children aged 4+, while the terms and conditions of the app’s use and privacy policy require them to be 18. This misleads children and their parents in breach of consumer protection regulations; leads to apps unlawfully processing data; and may be an abuse of dominance by the app store operators, Google and Apple, given their effective monopoly over their respective app stores, and the resulting special responsibility to protect consumers’ interests.

Duncan McCann, Tech and Data Lead at Good Law Project, instructed Hausfeld to issue a complaint to the CMA . The Good Law Project invites the CMA to use its powers under the new Digital Markets, Competition and Consumer Act (DMCCA) to investigate and remedy the issue. Mr McCann said:

“Our children are being left in the firing line of targeted ads and unlawful data processing by Apple and Google’s irresponsible and misleading use of age ratings in their app stores, simply because it is so lucrative to do so. It’s now time for the regulator to put its foot down.”

Luke Streatfeild, Partner at Hausfeld, said:

“This issue is important for parents and children so they can make properly informed choices when they use apps. Digital and online safety is crucial, in particular for children. The Good Law Project is asking the CMA to use its powers under the DMCCA to put appropriate processes in place to protect children, and improve practices in the app store ecosystem going forward.”

The complaint is made while the CMA is considering whether to designate Apple and Google as having ‘Strategic Market Status’ under the DMCCA. The CMA is also considering issues on which it would be appropriate to issue conduct requirements, which are new remedies available to the CMA under the DMCCA, to Apple and Google. The complainant hopes that the CMA will consider the issues raised in the complaint fully and use its powers to bring an end to this conduct.

More information

1. A copy of the complaint.

2. Good Law Project exists to hold power to account. They bring together legal action, investigations and campaigning to fight for a fairer, greener future. They received the support of 5Rights, a foundation focused on building a digital world that young people deserve.

3. Good Law Project instructed Partner Luke Streatfeild and Senior Associate Alex Cooper from Hausfeld.