Ok the real answer is that you find it under prepare for submission -> scroll down to General Information where the app icon is, and there should be an edit button next to the age rating header.
It is actually confusing because the words are the same: to clarify, the location is
Prepare For Submission - > (scroll down to where the app icon is) General App Information
and NOT at:
General -> App information
Topic:
App Store Distribution & Marketing
SubTopic:
App Review
Tags: