App Store Review Guidelines are Apple's rules that every app and update submitted to the App Store is reviewed against; section 2.3, Accurate Metadata, governs names, keywords, screenshots, and descriptions.
The guidelines span safety, performance, business, design, and legal requirements, but for ASO the key section is 2.3 Accurate Metadata. Guideline 2.3.7 asks for a unique app name and keywords that accurately describe the app, and forbids packing metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases; it also keeps prices out of names, subtitles, screenshots, and previews. Related rules require screenshots that show the app in use (2.3.3), bar references to other mobile platforms (2.3.10), and require What's New to describe significant changes (2.3.12). Guideline 5.6.1 requires Apple's API for review prompts.
Metadata problems surface as rejections in App Store Connect, where App Review's message cites the guideline at issue. When only the metadata is at fault, the status reads Metadata Rejected: the team edits the listing and replies to App Review, and the same build can be resubmitted. Apple also reserves the right to modify inappropriate keywords itself, and its keyword guidance lists competing app names among terms to avoid. Practitioners treat 2.3.7 as a hard boundary on keyword strategy, because every rejection also delays the other changes riding on that version. Google Play applies its own metadata policy.
Example
A budgeting app adds a well-known rival's brand name to its keyword field and a launch price to its subtitle. The version comes back Metadata Rejected under 2.3.7; the team removes both, replies to App Review, and resubmits without uploading a new build.