https://www.pcgamer.com/software/platforms/steam-introduces-new-rule-prohibiting-certain-kinds-of-adult-content-that-might-make-visa-or-mastercard-unhappy-financial-deplatforming-in-action/

this is very concerning and there are rumors of such games being delisted at the behest of payment processors.

a painting of a forest, set on fire. does not mean a forest fire.

now I more than understand the hubub and disgust. but certain far right hate groups have been directly invovled with the banning of games and UK and EU law being some of the most regressive... to the point where Romeo and Juilet would be considered not only obscene but illegal.

Ashcroft Vs Free Speech Coalition was the Scotus case... however... if payment processors are held liable for content ala very well intentioned but misguided law... and therefore platforms.

This paints a very bad picture.

to quote the article

Diposting pertama kali oleh pcgamer's Joshua Wolens:

The new rule seemingly coincided with a large number of adult games being delisted from the platform.






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A vampire holds an ace of hearts
(Image credit: Art Witch Studios)
Devs are biting their nails over a new Steam rule that prohibits—in painfully vague terms—certain kinds of content on its platform. The new rule (seemingly introduced incredibly recently, and definitely introduced since the Wayback Machine's last Steam rules snapshot from April 14 this year) forbids "Content that may violate the rules and standards set forth by Steam’s payment processors and related card networks and banks, or internet network providers."

In other words: keep Visa, Mastercard, and PayPal happy or sling your hook. How do you do that? Valve doesn't say, only noting that particular care should be taken with "certain kinds of adult only content." No elaboration is offered as to what kinds of adult-only content that means, leaving NSFW devs groping in the dark to appease payments processors.

I've reached out to Valve to ask for clarification on this rule, and I'll update this piece if I hear back.

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As spotted by SteamDB on Bluesky, the new rule coincided with the sudden removal of a significant number of incest-themed adult games from Steam's storefront. Anyone who had any number of the Interactive ♥♥♥ or ♥♥♥ Adventures games on their wishlist should have bought them sooner: they've been suddenly and unceremoniously yoinked.

if grand theft auto and call of duty aren't crimes and war crimes how can fiction be at all responsible.

I've reached out to the dev behind some of those games, too, to ask if they've had any communication from Valve, and I'll update if I hear back.

Image 1 of 2
Steam's rules from April 2025, showing no ban on content that might violate payment processor rules.
Steam's rules in April 2025.(Image credit: Valve)

Steam's rules from July 2025, showing a ban of content that might violate payment processor rules.
Steam's rules today.(Image credit: Valve)


It would seem, then, that incest might be one of the themes that falls under Valve's (or, more accurately, Valve's payments processors') new rubric of verboten games, but there's a wrinkle here too. There are still some incest-themed games available for purchase on the platform, including one from the same Interactive ♥♥♥ series that was hit so hard in the removals noted by SteamDB. Could it be they just slipped some sort of automated removal net? Or was the disappearance of so many games with the same, um, theme just a coincidence?

Without clarification from Valve that goes beyond the couple of sentences that have been chucked into its Steamworks onboarding docs, it's tough to say. What's less hard to parse is the very real fear this has struck into the hearts of Steam users and devs both. Fears abound that Steam is in for the kind of turmoil that struck OnlyFans all the way back in 2021, when the site—almost exclusively associated in people's minds with the ♥♥♥ workers who use it to make a living—said that pressure from banks was forcing it to ban pornography on the platform.


[what's strange is that a game with no nudity was banned from the platform]

The policy was eventually walked back after an outcry, but it was just one more thing that makes trying to make a living from ♥♥♥ work uniquely precarious in the age of online payments and platform-dependency.

It's not just OnlyFans that has come under the eye of Sauron for this kind of stuff, either. Tumblr, infamously, banned ♥♥♥♥ on the platform, with CEO Matt Mullenwegg bluntly stating that "Credit card companies are anti-♥♥♥♥." Patreon, too, has initiated crackdowns on certain kinds of NSFW content at the behest of payments processors.

This photograph taken in Nantes, western France on May 21, 2025, shows the logo of British social network OnlyFans, OF. OnlyFans, which is based in London and which was created in 2016, hosts ♥♥♥♥♥♥ content, even pornographic, as well as fitness content, musicians and other creators who post regularly online.

OnlyFans has also drawn financial ire for the prevalance of ♥♥♥ work on its platform. (Image credit: LOIC VENANCE/AFP via Getty Images)
Processor hostility to adult content has heightened in the wake of the 2020 scandal where popular adult site ♥♥♥♥♥♥♥ was found to be hosting revenge ♥♥♥♥ and content featuring minors. That led Mastercard and Visa to terminate service to the site—a termination that continued even after ♥♥♥♥♥♥♥ went nuclear on videos from unverified performers.

Credit card companies categorically do not want their names associated with that kind of reputation-damaging content, to say nothing of the increased risk of chargebacks and fraud that comes from online pornography.

House of Hope

You do have to wonder where the line on 'acceptable' ♥♥♥♥♥♥ content gets drawn. (Image credit: Larian Studios)
Meanwhile, Valve categorically does not want Steam users to suddenly find themselves unable to buy games using ubiquitous payment methods like Visa, Mastercard, or PayPal, meaning it's a lot easier to simply bow to their whims than stick up for adult game devs. The fact that Valve doesn't feature live performers in the adult games on its platform—it's hentai as far as the eye can see—apparently bears little relevance here.

We might not miss the glut of incest-themed games that have seemingly (but I stress it's not been confirmed) been hit by this rule, but I fear it's the thin end of a very thick wedge. On the one hand—as much as I enjoy poking fun at the more obsessively goonerlicious games that mark our hobby—it's my position that what other people get off to is none of my business, the usual caveats about everyone involved giving informed consent applied.

On another, darker hand, there's a not-unreasonable fear that what begins as a crackdown on ♥♥♥♥♥ shovelware could eventually spread out to target queer creators and games of all stripes.



Some fear that unabashedly queer games are next in the firing line.
"It’s the quiet normalization of financial censorship and it’s going to hurt LGBTQ+ games and devs," writes NoahFuel_Gaming in a popular Bluesky post. "Banks like Visa and Mastercard are now backdoor moral authorities. They already pressured Patreon, OnlyFans, and others to remove NSFW content. Now Steam is next. And guess who they’ll target first? Queer, transgressive, or 'unusual' games.

"Queer content gets flagged as 'explicit' even when it’s PG. A trans dev making a personal story? 'Too controversial.' A surreal queer VN? 'Sexualized.' Financial deplatforming in action."

In a time of seemingly global reactionary backlash against LGBT people and queer lifestyles, it feels more important to push back on this kind of puritanism than ever.

"It’s the quiet normalization of financial censorship

we've been saying this since sesta anf fosta dropped. and it's been a thing for over 8 years. over 12 depending who's counting. even longer.

so why do people we don't vote for get to decide because of really crappy laws?

https://www.eff.org/cases/woodhull-freedom-foundation-et-al-v-united-states#take-action