Mouthwashing Disappears From Itch.io Amid Marketplace Sweep Linked to Collective Shout Payment Processor Censorship Push

The indie game “Mouthwashing” has become hard to find on itch.io’s search results, leaving both players and developers puzzled. Although the game can still be accessed directly, it is no longer easily discoverable within the platform, which significantly reduces its visibility and potential revenue.

It seems that the sudden removal of certain games from itch.io may be a side effect of a broader policy adjustment they’re making, in response to stricter compliance demands from payment providers like MasterCard and PayPal. These companies are facing increased scrutiny due to a movement led by an Australian activist group, Collective Shout, which is highlighting game marketplaces that it believes earn profits from games containing offensive portrayals of women or minors.

Collective Shout’s Role in the Itch.io Crackdown

Recently, Collective Shout has been paying closer attention to online marketplaces selling adult-themed or questionable content, scrutinizing platforms like itch.io and Steam. As part of a public crusade against censorship, the organization has voiced disapproval towards these companies for offering games they allege promote inappropriate or exploitative material. Additionally, Collective Shout has pointed fingers at payment processors for indirectly supporting such games by handling transactions related to them.

In response, itch.io implemented a significant shift in its policy. The platform removed many games from its search index that didn’t align with their processor policies. These games can no longer be found in regular search results but can still be accessed using direct links. Developers were informed that their games could be reinstated if they confirmed adherence to the new terms and conditions, and submitted the required verification.

Mouthwashing Swept Up Despite Not Being Targeted

The situation surrounding the removal of the game titled Mouthwashing from itch.io is quite puzzling, given that its content is neither provocative nor adult-oriented. Instead, it offers a stylishly dark narrative exploration of topics like workplace disillusionment, identity, and mental stress. Despite its mature tone, it doesn’t align with the categories targeted by Collective Shout’s campaign.

On itch.io’s public search, all that remains is an isolated image of the character Curly. No complete game listing is available, there’s no evident storefront presence, and the reason behind its inclusion in the search results remains unclear, leaving no clear explanation for the mystery.

The situation was first reported by YouTube star Hypnotic on X.

It seems that Mouthwashing, the popular indie horror game, has been removed from Itch.io,” he stated. I visited the site to confirm and, unfortunately, couldn’t find the game anymore. I checked Steam next, and as of now, it’s still available there.

On July 27th, Halldin, the game developer, announced that a certain game had gone missing. Based on their timeline, it appears the game might have been removed from distribution around the previous week. It’s uncertain whether this was an accidental inclusion or a miscategorization due to the updated filters.

The Irony: Developer Rejected Fans, Now Silenced by Ideological Allies

Towards the end of 2024, Martin Halldin, creator of Mouthwashing, shared his dismay on social media when his game caught the attention of well-known streamer Asmongold. This exposure led to increased criticism from what he referred to as the “anti-woke” group. Instead of celebrating the increased attention and favorable reviews, Halldin responded with unease.

In a recent post on X, Martin expressed his discomfort by saying: “The opposition against progressive views has discovered their strategy and it leaves me feeling nauseous. Using Twitter will likely become incredibly difficult for me moving forward… I simply don’t possess the strength to deal with it.

Interestingly enough, despite some might expect otherwise, Asmongold’s commentary wasn’t critical. Instead, he commended the game and took issue with the abusive online behavior targeting the game’s artists and designers. A number of viewers who value freedom of expression found themselves drawn to the game.

However, Halldin’s reaction portrayed attention as a potential danger rather than an expression of support. It appeared that he was more preoccupied with the political leanings of his newly acquired audience than with the actual content of their discussions.

Currently, after several months have passed, the practice of mouthwashing is no longer appearing in the search results on itch.io – this isn’t due to backlash from anti-woke critics, but rather as a reaction by the platform to pressure for compliance from payment processors and activist groups like Collective Shout.

For clarity: Itch finds itself in a tight spot with no alternative routes. The predicament stems from both Mastercard/Visa and Collective Shout, who have pressured payment processors into this action. It would be appropriate to channel your frustration towards them.

— Martin (@siarate) July 28, 2025

Essentially, mouthwashing wasn’t taken down due to harassment or review bombing; instead, it became a casualty in a broader policy adjustment focusing on content management—an area where critics, often referred to as the “anti-woke crowd,” have frequently expressed concerns about potential censorship.

In a classic example of targeting the wrong adversary, the creator deliberately distanced himself from supporters who advocate for open artistic freedom. However, ironically, his work ended up being smothered by the same systems those supporters had been fighting against for so long. This situation illustrates the danger of misidentifying one’s enemy and being blindsided when the real danger emerges from within.

Still Live on Steam

It’s interesting to note that despite the continuous campaign by Collective Shout, Mouthwashing is still accessible on Steam, which is one of the platforms under scrutiny. This situation brings up further questions about the uniformity in enforcement across digital marketplaces and within the moderation policies of itch.io specifically.

Steam has yet to address any modifications related to Collective Shout‘s campaign; at present, the mouthwash in question remains accessible, findable, and sellable on Valve’s online marketplace.

What’s Next for Developers?

On their community update, Itch.io announced their intention to re-list certain removed games once developers assure them that these games comply with the new regulations mandated by the processors. The announcement emphasized: “Developers must verify that their content meets the criteria set out in the policies of each payment processor.

In the meantime, before mouthwashing becomes a routine, it’s important to note that discoverability is greatly limited, and this factor plays a significant role in the success of independently published games.

The Broader Implications

The incident involving Mouthwash on Itch.io underscores the potential issues arising from blanket policy application, particularly in environments where external pressure influences digital marketplaces. Misclassifying content or excessive enforcement can negatively impact creators whose works don’t align with the specific categories under scrutiny.

Additionally, it uncovers the influence wielded by payment processors in the background. Frequently, their cautious strategies result in platforms taking proactive actions such as deleting content or imposing stricter regulations, often without clear or open communication.

At present, players can continue to use “Mouthwashing” if they have the direct link. However, since its listing hasn’t been restored yet, it is not easily discoverable through itch.io’s search system for those who stumble upon it organically. This omission could prove costly for an indie team with limited resources.

2025-07-28 22:58