Google has had a very open policy when it came to App submissions to the Google Play store. Unfortunately sometimes this didn't work out in their favor and there were a few really bad apps that got through the automated process. Google is trying to clean up the sloppy app approach by going through and manually reviewing apps, and is now included age-based ratings. While this may be a pain for a few developers, overall I think this is a good move on Google's part.
Google Play, Google’s marketplace for Android applications which now reaches a billion people in over 190 countries, has historically differentiated itself from rival Apple by allowing developers to immediately publish their mobile applications without a lengthy review process. However, Google has today disclosed that, beginning a couple of months ago, it began having an internal team of reviewers analyze apps for policy violations prior to publication.