The INTRO RATING is a rating for the Title and Short Description ONLY. If there is a violent/sexual cover, title, or any references to such in the short description of your item, then the Intro Rating has to be Non-E instead of E. This does not refer to the content in the item. That is what the content rating is for.
Items with Intro Ratings that are Non-E are not shown publicly because the cover, title, or short description may have stuff that is not appropriate for all audiences, and an E Intro Rating can be used for items up to Content Rating 18+ (for more details, please refer to "Content Rating System (CRS)" ). Hope that helps.
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