The language is not very strong, but there is cursing that includes a**, h**l, and b*****(only in TV-14 episodes) Each episode has a very infrequent use of these. There is a INNOCENT crush throughout the show. I will tell you the truth. I usaully hate shows like this (hannah montana, wizards of waverly place, etc). Most of the characters in the show are generally good role models.
I have watched the first two episodes, and find the show slightly dull and not very funny. The father is a bad rolemodel and again, it's not that funny!
I love this show, but it's only been the first episode...so I'm not really sure whether the content is bad or not. I know for sure that the first episode is safe. However in the second, apparently a boy crushes on his cousin.. which may seem awkward and disturbing. But, Ruby is a good role model, making sure family comes first and by connecting the family back together.
The last episode had Jordan getting drunk, Ruby driving a car w/o a license, and the word "boobs" was used. Maybe 11+ is better - this is not for small children.