In a major policy shift, the indie game distribution platform Itch.io has announced the removal of all adult NSFW content from its search and browse pages, following mounting pressure from its payment processors. The move was revealed by Itch.io creator leafo in a post titled "Update on NSFW Content", published on July 24, 2025.
According to leafo, the platform had no choice but to make this significant adjustment after receiving scrutiny from payment processors over the nature of some content hosted on Itch.io, especially after the controversy surrounding a game called No Mercy.
"We have 'deindexed' all adult NSFW content from our browse and search pages," leafo wrote in the post. "We understand this action is sudden and disruptive, and we are truly sorry for the frustration and confusion caused by this change."
This decision stems from a campaign led by Collective Shout, an Australian anti-pornography group, which targeted both Itch.io and Steam. The group raised alarms over the presence of sexually explicit games on both platforms, prompting an investigation into their content by payment processors like PayPal, which is one of Itch.io's main payment partners.
The specific catalyst for the controversy was the availability of No Mercy on Itch.io, a game that was temporarily listed before being banned back in April. Collective Shout launched a campaign to pressure payment processors like PayPal, Mastercard, and Visa into severing ties with platforms that hosted controversial content.
On July 11, Collective Shout released an open letter accusing Steam and Itch.io of profiting from games that allegedly depicted rape, incest, and child abuse. The letter was sent to the CEOs of major payment processors, calling for them to cease processing payments for any platforms hosting such content.
Payment Processor Compliance Key to Itch.io's Survival
Itch.io explained that, while they fully support the creators on their platform, the importance of maintaining a good relationship with their payment processors is paramount for continued operations.
“Our ability to process payments is critical for every creator on our platform. To ensure that we can continue to operate and provide a marketplace for all developers, we must prioritize our relationship with our payment partners and take immediate steps towards compliance,” said leafo.
The platform confirmed it was conducting a "comprehensive audit" of all content hosted on the site to ensure compliance with payment processors’ requirements. This audit is being described as a “time-critical moment” for Itch.io’s future.
For now, all NSFW content will remain deindexed while the review is conducted. However, Itch.io assured users that the review process would eventually lead to new compliance measures for NSFW content creators. These changes will include a step where creators must confirm their content adheres to the policies set by the payment processors they use.
Potential Content Removals
Itch.io also warned that some content might be permanently removed if it does not meet the standards set by their payment processors. Affected account holders will be contacted via email, and they will have the opportunity to respond if they have any questions regarding the removal of their content.
“As part of this review, some pages will be permanently removed from Itch.io,” leafo wrote. "Affected accounts will be notified via their account’s email address from our support address."
The Broader Impact Across Platforms
This change at Itch.io comes on the heels of a similar crackdown at Valve’s Steam platform. Valve, which has also faced increasing pressure from payment processors, introduced new guidelines in early July that prohibit content which violates payment processor rules related to adult content.
In particular, Valve’s updated terms of service outline that developers should avoid publishing content that could be seen as violating the standards set by the payment processors, such as sexually explicit material.
Though Valve did not explicitly link its policy change to Collective Shout’s campaign, the timing of the two events suggests a strong connection. Collective Shout, which was co-founded by anti-pornography activist Melinda Tankard Reist, took credit for pushing both platforms to impose stricter moderation standards. In a statement to PC Gamer, Valve confirmed that its new guidelines were a direct response to pressure from its payment partners, including PayPal.
Collective Shout's Campaign
The actions of Collective Shout have sparked considerable controversy, with the organization asserting that it has successfully influenced the removal of hundreds of explicit games from both Itch.io and Steam. According to a statement from Collective Shout, more than 1,000 people participated in contacting payment processors as part of the campaign.
Despite facing backlash from sections of the gaming community, including accusations of “misogynistic harassment,” Collective Shout continues to push for further action. The group has vowed to continue targeting platforms hosting games that involve themes of rape and incest, with 82 games still on its radar that it claims are problematic.
As part of its ongoing campaign, Collective Shout has declared it will maintain pressure on both Steam and Itch.io, calling for even more stringent policies to remove what it considers harmful content.
Looking Forward
With the controversy around adult content intensifying, Itch.io and Valve now face critical decisions about how they balance the interests of their user base with the demands of payment processors. Itch.io’s audit and content review process may serve as a model for other platforms dealing with similar challenges in the future.
For now, creators on Itch.io and Steam will need to navigate an increasingly complex landscape of content moderation, payment processing rules, and shifting community expectations.
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