In-game ads have now been officially banned from the popular gaming platform Steam, according to the new guidelines.

Steam has officially banned games that force players to watch ads, or grant in-game rewards for watching ads, in a historic move for the platform.

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.”