Verizon Wireless announced today it is the first to have the recently-developed CTIA Mobile Application Rating System with ESRB applied to all apps, including legacy apps, within the Verizon Apps store. The ratings, which are similar to those assigned to video games, provide consumers, especially parents, with information about the age-appropriateness of apps.

Created with the Entertainment Software Rating Board’s (ESRB) expertise and credibility, the system aims to provide consistent ratings across all participating storefronts. CTIA – The Wireless Association selected the nonprofit ESRB because of its proven track record for providing the public with reliable information about content. Its video game rating system is well known and trusted by consumers and helps parents to make informed content purchase decisions. Apps within the Verizon Apps store display the age rating category, identified via a rating symbol, which suggests the age appropriateness. For complete rating information on all ESRB-rated apps, consumers can visit http://www.esrb.org.

‘It is important that parents and consumers are informed about the content in applications, so we are proud to implement a rating system that uses the ESRB categories, whose ratings consumers know and trust,’ said Jack McArtney, director of corporate and community responsibility at Verizon. ‘We understand how difficult it can be to tell which apps are appropriate for children, and the rating system represents the first step to help parents and caregivers ensure apps available within the Verizon Apps store are being used by the appropriate audience.’

‘Not all apps are meant for all ages. Our ratings exist to empower parents with the ability to make informed decisions about which ones are right for their child,’ added ESRB President Patricia Vance. ‘We are very pleased that Verizon has embraced our ratings, providing consumers a consistent, reliable standard by which to manage their children’s access to content and ensure their experience is age-appropriate.’

The rating system was initially announced by CTIA and ESRB in November 2011. Since the project’s inception, CTIA and ESRB, together with the six founding storefronts and numerous developers, worked closely to create a rating system specifically designed for mobile applications, and to incorporate feedback to ensure the system is user-friendly while meeting the needs of consumers. The Verizon Apps store is the first to have ratings applied to all apps, including legacy apps.

Verizon Wireless has always been at the forefront of online safety. In 2008, Verizon Wireless became the first wireless provider to offer exclusive age-appropriate Content Filters to customers at no additional charge. By using Content Filters, account owners can safely allow their children access to content available through their Verizon Wireless devices, including websites, short code-based messaging campaigns, applications and Verizon Video.