Google's "Designed for Families" will list apps and games that the whole family can enjoy
Google is telling developers that their apps might benefit from the "Designed for Families" program since they will be more easily discoverable by Android users. Developers can use the Developer Console to opt-in. A laundry list devised by Google lists the standards that these family-centric games and apps must meet, including having an ESRB "Everyone" or "Everyone 10+" rating. Google plans to launch "Designed for Families" once it has a number of apps and games that meet the strict criteria for listing. Google also has posted a long list that covers how these apps can be advertised and promoted, even on non Google sites.
Google is already warning developers who are considering using a "Trojan Horse," that publishing an app that meets the requirements with the intention of slipping in some non-family fare down the road, could get them completely erased from all of Google Play. While Google hasn't discussed how users will find the "Designed for Families" apps and games, most likely a section with that title will be published in the Google Play Store.
source: Google (1), (2) via TechCrunch