Late edit:
per https://sopuli.xyz/comment/14584874 & https://bsky.app/profile/steamdb.info/post/3lhsxkmaj7c2c this is not a new policy.
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Steamdb mentioned it’s not a recent ban :
Valve has created a dedicated page describing that in-game ads or ad-based revenue models are not allowed in Steam games.
This has been reported as a new policy, but this has been the case for at least 5 years as seen on the pricing page, there just wasn’t a separate page.
Thanks, I updated the title but will leave the post up so that people who saw the original have a chance to see it.
All good!
