Steam and itch.io Game De-indexing: Difference between revisions

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==Background==

*In April 2025, the game ''No Mercy'' (described by critics as a "rape simulator" but by its developer as a "choice-driven adult visual novel") was briefly available on ''Steam'' and ''itch.io'' before being removed. This game attracted the attention of Collective Shout, an Australian anti-pornography advocacy group, which launched a campaign against both platforms.

*In April 2025, the game ''No Mercy'' (described by critics as a "rape simulator" but by its developer as a "choice-driven adult visual novel") was briefly available on ''Steam'' and ''itch.io'' before being removed. This game attracted the attention of Collective Shout, an Australian anti-pornography advocacy group, which launched a campaign against both platforms.<ref name=":1">{{Cite web |last= |first= |date= |title=Update on NSFW Content |url=https://itch.io/updates/update-on-nsfw-content |archive-url= |archive-date= |website= }}</ref><ref name=":2">{{Cite web |last= |first= |date= |title= |url=https://www.theguardian.com/games/2025/jul/29/why-did-adult-titles-disappear-from-steam-itch-pc-gaming-payment-processors |archive-url= |archive-date= |website= }}</ref>

*''Collective Shout'', known for campaigning against the "sexualization of women and girls," sent an open letter to payment processors including ''PayPal, MasterCard, Visa, Discover'', and ''JCB'' on July 11, 2025. The letter accused ''Steam'' and ''itch.io'' of hosting games depicting "rape, incest, and child sexual abuse" and urged payment processors to cease services for these platforms.

*Both ''Steam'' and ''itch.io'' responded by removing or de-indexing content, but their approaches differed. Valve (Steam's parent company) selectively removed games, while ''itch.io'' implemented a blanket de-indexing of all NSFW-tagged content, affecting over 20,000 games and other media.

*Both ''Steam'' and ''itch.io'' responded by removing or de-indexing content, but their approaches differed. Valve (Steam's parent company) selectively removed games, while ''itch.io'' implemented a blanket de-indexing of all NSFW-tagged content, affecting over 20,000 games and other media.<ref name=":2"></ref><ref name=":3">{{Cite web |last= |first= |date= |title= |url=https://www.theguardian.com/world/2025/jul/29/mastercard-visa-backlash-adult-games-removed-online-stores-steam-itchio-ntwnfb |archive-url= |archive-date= |website= }}</ref>

==De-Indexed==

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====Steam====

*On July 16, 2025, Valve updated Steam's guidelines to prohibit "content that may violate the rules and standards set forth by Steam’s payment processors," including "certain kinds of adult content".

*''Steam'' removed an unspecified number of games deemed non-compliant, focusing on titles identified as violating payment processor policies. Valve stated that loss of payment processing would jeopardize the entire platform.

*''Steam'' removed an unspecified number of games deemed non-compliant, focusing on titles identified as violating payment processor policies. Valve stated that loss of payment processing would jeopardize the entire platform.<ref name=":1"></ref>

====itch.io====

*On July 24, 2025, ''itch.io'' de-indexed all adult NSFW content from browse and search functionalities, effectively making it undiscoverable. This was a temporary measure to comply with payment processors while conducting a comprehensive audit.

*On July 24, 2025, ''itch.io'' de-indexed all adult NSFW content from browse and search functionalities, effectively making it undiscoverable. This was a temporary measure to comply with payment processors while conducting a comprehensive audit.<ref name=":3"></ref>

*''itch.io'' announced that creators of NSFW content would need to confirm compliance with payment processor policies once the audit is complete. Some content will be permanently removed, and affected creators will be notified.

*Unlike ''Steam'', ''itch.io'' is an open platform with minimal barriers to upload, hosting over 2 million product pages. This made targeted removal difficult, leading to a broad-brush approach.

*Unlike ''Steam'', ''itch.io'' is an open platform with minimal barriers to upload, hosting over 2 million product pages. This made targeted removal difficult, leading to a broad-brush approach.<ref name=":4">{{Cite web |last= |first= |date= |title= |url=https://www.gamesindustry.biz/itchio-has-deindexed-all-adult-nsfw-content-following-scrutiny-from-payment-processors |archive-url= |archive-date= |website= }}</ref><ref name=":5">{{Cite web |last= |first= |date= |title= |url=https://www.theverge.com/games/715299/itchio-games-delisting-payment-processor-paypal |archive-url= |archive-date= |website= }}</ref>

===Payment processor policies and statements===

====~~Mastercard~~====

====MasterCard====

{{Quote|~~Mastercard~~ has not evaluated any game or required restrictions of any activity on game creator sites and platforms, contrary to media reports and allegations. Our payment network follows standards based on the rule of law. Put simply, we allow all lawful purchases on our network. At the same time, we require merchants to have appropriate controls to ensure ~~Mastercard~~ cards cannot be used for unlawful purchases, including illegal adult content.|Spokesperson|https://www.ign.com/articles/mastercard-denies-it-pressured-steam-itchio-to-delist-adult-games}}

{{Quote|MasterCard has not evaluated any game or required restrictions of any activity on game creator sites and platforms, contrary to media reports and allegations. Our payment network follows standards based on the rule of law. Put simply, we allow all lawful purchases on our network. At the same time, we require merchants to have appropriate controls to ensure MasterCard cards cannot be used for unlawful purchases, including illegal adult content.|Spokesperson|https://www.ign.com/articles/mastercard-denies-it-pressured-steam-itchio-to-delist-adult-games}}

Despite ~~Mastercard~~'s denial, Valve cited ~~Mastercard~~ Rule 5.12.7 as the basis for removal, which prohibits "illegal or brand-damaging transactions," including content deemed "patently offensive and lacking serious artistic value" (e.g., nonconsensual sexual behavior, exploitation of minors)

Despite MasterCard's denial, Valve cited MasterCard Rule 5.12.7 as the basis for removal, which prohibits "illegal or brand-damaging transactions," including content deemed "patently offensive and lacking serious artistic value" (e.g., nonconsensual sexual behavior, exploitation of minors)

====Visa====

Visa did not issue a direct statement in the search results, but it was named in Collective Shout's open letter and acknowledged as a key payment processor involved

Visa’s policies likely align with ~~Mastercard~~'s, as both operate under similar network rules aimed at protecting brand reputation and preventing illegal transactions

Visa’s policies likely align with MasterCard's, as both operate under similar network rules aimed at protecting brand reputation and preventing illegal transactions

====PayPal====

{{Quote|PayPal is committed to maintaining a safe platform for its customers. We have a zero-tolerance policy towards any illegal activity. Any accounts found to be associated with illegal activity will be closed.|Spokesperson|https://www.theguardian.com/world/2025/jul/29/mastercard-visa-backlash-adult-games-removed-online-stores-steam-itchio-ntwnfb

@@ Line 6: / Line 6: @@
 }}
 ==Background==
-*In April 2025, the game ''No Mercy'' (described by critics as a "rape simulator" but by its developer as a "choice-driven adult visual novel") was briefly available on ''Steam'' and ''itch.io'' before being removed. This game attracted the attention of Collective Shout, an Australian anti-pornography advocacy group, which launched a campaign against both platforms.
+*In April 2025, the game ''No Mercy'' (described by critics as a "rape simulator" but by its developer as a "choice-driven adult visual novel") was briefly available on ''Steam'' and ''itch.io'' before being removed. This game attracted the attention of Collective Shout, an Australian anti-pornography advocacy group, which launched a campaign against both platforms.<ref name=":1">{{Cite web |last= |first= |date= |title=Update on NSFW Content |url=https://itch.io/updates/update-on-nsfw-content |archive-url= |archive-date= |website= }}</ref><ref name=":2">{{Cite web |last= |first= |date= |title= |url=https://www.theguardian.com/games/2025/jul/29/why-did-adult-titles-disappear-from-steam-itch-pc-gaming-payment-processors |archive-url= |archive-date= |website= }}</ref>
 *''Collective Shout'', known for campaigning against the "sexualization of women and girls," sent an open letter to payment processors including ''PayPal, MasterCard, Visa, Discover'', and ''JCB'' on July 11, 2025. The letter accused ''Steam'' and ''itch.io'' of hosting games depicting "rape, incest, and child sexual abuse" and urged payment processors to cease services for these platforms.
-*Both ''Steam'' and ''itch.io'' responded by removing or de-indexing content, but their approaches differed. Valve (Steam's parent company) selectively removed games, while ''itch.io'' implemented a blanket de-indexing of all NSFW-tagged content, affecting over 20,000 games and other media.
+*Both ''Steam'' and ''itch.io'' responded by removing or de-indexing content, but their approaches differed. Valve (Steam's parent company) selectively removed games, while ''itch.io'' implemented a blanket de-indexing of all NSFW-tagged content, affecting over 20,000 games and other media.<ref name=":2"></ref><ref name=":3">{{Cite web |last= |first= |date= |title= |url=https://www.theguardian.com/world/2025/jul/29/mastercard-visa-backlash-adult-games-removed-online-stores-steam-itchio-ntwnfb |archive-url= |archive-date= |website= }}</ref>
 ==De-Indexed==
@@ Line 14: / Line 14: @@
 ====Steam====
 *On July 16, 2025, Valve updated Steam's guidelines to prohibit "content that may violate the rules and standards set forth by Steam’s payment processors," including "certain kinds of adult content".
-*''Steam'' removed an unspecified number of games deemed non-compliant, focusing on titles identified as violating payment processor policies. Valve stated that loss of payment processing would jeopardize the entire platform.
+*''Steam'' removed an unspecified number of games deemed non-compliant, focusing on titles identified as violating payment processor policies. Valve stated that loss of payment processing would jeopardize the entire platform.<ref name=":1"></ref>
 ====itch.io====
-*On July 24, 2025, ''itch.io'' de-indexed all adult NSFW content from browse and search functionalities, effectively making it undiscoverable. This was a temporary measure to comply with payment processors while conducting a comprehensive audit.
+*On July 24, 2025, ''itch.io'' de-indexed all adult NSFW content from browse and search functionalities, effectively making it undiscoverable. This was a temporary measure to comply with payment processors while conducting a comprehensive audit.<ref name=":3"></ref>
 *''itch.io'' announced that creators of NSFW content would need to confirm compliance with payment processor policies once the audit is complete. Some content will be permanently removed, and affected creators will be notified.
-*Unlike ''Steam'', ''itch.io'' is an open platform with minimal barriers to upload, hosting over 2 million product pages. This made targeted removal difficult, leading to a broad-brush approach.
+*Unlike ''Steam'', ''itch.io'' is an open platform with minimal barriers to upload, hosting over 2 million product pages. This made targeted removal difficult, leading to a broad-brush approach.<ref name=":4">{{Cite web |last= |first= |date= |title= |url=https://www.gamesindustry.biz/itchio-has-deindexed-all-adult-nsfw-content-following-scrutiny-from-payment-processors |archive-url= |archive-date= |website= }}</ref><ref name=":5">{{Cite web |last= |first= |date= |title= |url=https://www.theverge.com/games/715299/itchio-games-delisting-payment-processor-paypal |archive-url= |archive-date= |website= }}</ref>
 ===Payment processor policies and statements===
-====Mastercard====
+====MasterCard====
-{{Quote|Mastercard has not evaluated any game or required restrictions of any activity on game creator sites and platforms, contrary to media reports and allegations. Our payment network follows standards based on the rule of law. Put simply, we allow all lawful purchases on our network. At the same time, we require merchants to have appropriate controls to ensure Mastercard cards cannot be used for unlawful purchases, including illegal adult content.|Spokesperson|https://www.ign.com/articles/mastercard-denies-it-pressured-steam-itchio-to-delist-adult-games}}
+{{Quote|MasterCard has not evaluated any game or required restrictions of any activity on game creator sites and platforms, contrary to media reports and allegations. Our payment network follows standards based on the rule of law. Put simply, we allow all lawful purchases on our network. At the same time, we require merchants to have appropriate controls to ensure MasterCard cards cannot be used for unlawful purchases, including illegal adult content.|Spokesperson|https://www.ign.com/articles/mastercard-denies-it-pressured-steam-itchio-to-delist-adult-games}}
-Despite Mastercard's denial, Valve cited Mastercard Rule 5.12.7 as the basis for removal, which prohibits "illegal or brand-damaging transactions," including content deemed "patently offensive and lacking serious artistic value" (e.g., nonconsensual sexual behavior, exploitation of minors)
+Despite MasterCard's denial, Valve cited MasterCard Rule 5.12.7 as the basis for removal, which prohibits "illegal or brand-damaging transactions," including content deemed "patently offensive and lacking serious artistic value" (e.g., nonconsensual sexual behavior, exploitation of minors)
 ====Visa====
 Visa did not issue a direct statement in the search results, but it was named in Collective Shout's open letter and acknowledged as a key payment processor involved
-Visa’s policies likely align with Mastercard's, as both operate under similar network rules aimed at protecting brand reputation and preventing illegal transactions
+Visa’s policies likely align with MasterCard's, as both operate under similar network rules aimed at protecting brand reputation and preventing illegal transactions
 ====PayPal====
 {{Quote|PayPal is committed to maintaining a safe platform for its customers. We have a zero-tolerance policy towards any illegal activity. Any accounts found to be associated with illegal activity will be closed.|Spokesperson|https://www.theguardian.com/world/2025/jul/29/mastercard-visa-backlash-adult-games-removed-online-stores-steam-itchio-ntwnfb