Steam and itch.io Game De-indexing

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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.
• 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.

Platform responses

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.

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.
• 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.

Payment processor policies and statements

MasterCard

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.

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

PayPal

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.

PayPal’s acceptable use policy prohibits 'obscene or pornographic content', which it applies at its discretion. itch.io identified PayPal as one of its payment processors under scrutiny.

Stripe

Stripe is currently unable to support sexually explicit content due to restrictions placed on them by their banking partners, despite card networks generally supporting adult content (with the appropriate registrations). Stripe has indicated that they hope to be able to support adult content in the future.

Stripe also apologized for customer service representatives incorrectly claiming that LGBTQ+ content was prohibited. A spokesperson said:

We apologize: the information given by our support team was totally wrong. Stripe has no prohibitions on the sale of LGBTQ+ content or goods.

Stripe’s terms of service explicitly forbid adult content, leading itch.io to suspend Stripe payments for 18+ content.

Collective Shout

Advocacy

The organization is generally described as having a socially conservative orientation. This characterization stems from its advocacy against pornography, its alignment with anti-abortion perspectives, and its partnerships with conservative organizations like the National Center on Sexual Exploitation (NCOSE). Reist herself identifies as a 'pro-life feminist'.

However, the group disputes the blanket anti-porn label. Its campaign manager, Caitlin Roper, stated the group is only 'anti-porn in the sense that we recognize mainstream porn overwhelmingly depicts men's violence and abuse of women',clarifying that they are not seeking to ban all explicit content but rather oppose content that features violence and dehumanization.

Public statements

Denied that their campaign intended to result in the blanket removal of all NSFW or LGBTQ+ content from platforms like Itch.io. They characterized Itch.io's decision to de-index all adult content as a overbroad reaction by the platform itself, not their desired outcome. They maintain their objection was solely to games featuring 'sexualised violence and torture of women'. This distances them from the accusation of a broad anti-consumer censorship agenda.

Lawsuit

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Rebuttal

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Consumer response

• Backlash and advocacy: A Change.org petition demanding payment processors "stop controlling what we can watch, read, or play" garnered over 150,000 signatures. Consumers flooded payment processors with complaints.
• Industry criticism: Developers and advocacy groups, such as the International Game Developers Association (IGDA), condemned the actions as "censorship-by-fiat" and warned of broader implications for creative expression.
• Platform alternatives: itch.io is seeking alternative payment processors willing to support adult content, while Steam has maintained its updated policies.

References

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