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Anime can be family friendly, but something like Sword Art Online is not, nor are the popular late night shows that the "anime community" takes interest in. Look at Made in Abyss. A late night show made by a pedophile which is not even remotely suitable for kids.

Why is SAO not family friendly? It doesn't contain any indecent or brutal scenes and that's what family friendly is or not?

The second arc of season one features a rapist, sexual abuse and an incestuous sister.

I wouldn't consider these elements as any of the above.