Valve makes clear companies can still advertise in games. Those awkward billboards and real-world brand cosmetics are still fine to include, although Steam does stipulate that these must not be “disruptive” and that they be “appropriate within the context of the game.”

While the little regulation on Steam still allows for a lot, the most common freemium models from mobile gaming still are not welcome on the platform. "Developers should not utilize paid advertising as a business model in their game,

Valve further enforced its ban on promotional advertising in games on Steam, expanding on previously established rules on the platform.