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

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.”

Steam games can no longer force you to watch ads to continue playing, as Valve sets out new rules for developers using commercials.