True, this seems more like a preemptive move by Gabe Newell’s team than something that would be very widespread on Steam…

A new page on advertising has appeared in the Steamworks developer documentation. It outlines what advertising and promotions are allowed on Steam, and also confirms one ban: If it’s a game that relies on advertising to generate revenue, it has no place on Valve’s digital platform! This does not mean product placement!

To be more specific, if the game has a billboard with a well-known brand in the background, that is product placement. If your car has lots of sponsors, that’s also product placement. Even Pepsiman would fit the bill: the Japan-only, PS1-exclusive game fully promotes the Pepsi brand, but it doesn’t have ads that stop the game (something you’d see on mobile, so Android and iOS). Valve says that under no circumstances is it OK for developers to charge money to be part of a bundle with another game, or to sell access to a storefront or other site on Steam. Paid advertising campaigns outside of Steam that lead to a store page are also acceptable.

Any form of in-game advertising that either accesses or otherwise interferes with the game is prohibited. Developers may not use paid advertising as a business model in their games, e.g. they may not require players to watch or otherwise engage in advertising for the game. So it is strictly forbidden to watch advertisements in order to play, and this also applies to in-game advertising rewards (powerups, in-game currency)…

Games that rely on NFTs and crypto have been banned by Steam before, and if a game relies on generative AI, the developer must disclose its use. The company’s stance is strict, but it is also fair. It provides a cleaner experience than the Google Play Store.

Source: PCGamer, Steam