The indie game ‘Mouthwashing’ has quietly disappeared from the search results on itch.io, leaving players and developers confused. While the game is still accessible via direct link, it’s no longer discoverable through the platform’s internal search—an issue that drastically limits visibility and potential sales.
A clip from the trailer to Mouthwashing – YouTube, GameTrailers
This unexpected delisting appears to be collateral fallout from a larger policy shift underway at itch.io, prompted by new compliance pressures from major payment providers such as MasterCard and PayPal. These financial institutions are facing mounting scrutiny due to a campaign spearheaded by Australian activist group Collective Shout, which has called attention to game marketplaces that it believes profit from titles that feature harmful depictions of women or minors.
Collective Shout’s Role in the Itch.io Crackdown
Collective Shout has recently increased its focus on digital storefronts that host adult-themed or controversial material, putting platforms like itch.io and Steam under the microscope. In a public censorship campaign, the group criticized both companies for hosting games it claims promote inappropriate or exploitative content, and further accused payment processors of indirectly enabling such games by facilitating transactions.
A clip from the trailer to Mouthwashing – YouTube, GameTrailers
In response, itch.io initiated a wide-reaching policy change. The platform de-indexed a large number of titles deemed non-compliant with processor policies. These games no longer appear in standard search results unless accessed via direct link. Developers were told that titles could be reinstated if they confirmed compliance with the updated terms and submitted the necessary verification.
Mouthwashing Swept Up Despite Not Being Targeted
The case of Mouthwashing being removed ifrom itch.io, however, is particularly confusing. The game is not designed around provocative or adult-themed content. Instead, it’s a darkly stylized narrative experience that explores themes of workplace disillusionment, identity, and psychological stress. While mature in tone, it does not fall into the categories identified by Collective Shout’s campaign.
The only trace left on itch.io’s public search is a single image of the character Curly—nothing more. There is no listing for the full game, no storefront presence, and no obvious explanation for why it was included in the sweep.
The situation was first reported by YouTube star Hypnotic on X.
A post on X by Hypnotic about the removal of Mouthwashing from the Itch.io store – X, @RealHypnotic1
“So apparently Mouthwashing, the smash hit Indie horror game, has been delisted on ItchIo,” he said. I went to the website to verify and indeed can no longer find the game. I went to steam to check if its still there, and it is (for now).”
Game developer Halldin confirmed the disappearance in a post dated July 27th. According to their timeline, the game was likely delisted sometime during the prior week. Whether this was an unintentional inclusion or a misclassification under the new filters remains unclear.
The Irony: Developer Rejected Fans, Now Silenced by Ideological Allies
In late 2024, Mouthwashing developer Martin Halldin took to social media to express frustration after his game was noticed by popular streamer Asmongold and gained traction among critics he referred to as the “anti-woke crowd.” Rather than welcoming the exposure and the positive press he was getting, Halldin reacted with distress.
In a post on X, Martin wrote: “The anti-woke crowd has found the game and I feel sick to my stomach. Being on twitter is going to be unbelievably painful from now on… I don’t have the energy for this.”
An X post from Mouthwashing dev Martin Halldin – X, @Grummz
Ironically, Asmongold’s coverage wasn’t negative. He praised the game and criticized the online harassment aimed at its art and creators. Many viewers aligned with free speech values embraced the game.
But Halldin’s response framed that attention as a threat, not support. He seemed more concerned with the ideological affiliation of his newfound audience than with what they were actually saying.
Now, months later, Mouthwashing has been deindexed from itch.io’s search results — not by anti-woke critics, but by a platform responding to compliance pressure from payment processors and activist campaigns like Collective Shout.
To be clear: Itch has been backed into a corner and had no other option. The issue lies with Mastercard/Visa AND with Collective Shout who pushed payment processors to do this. Your anger should be directed towards them.
— Martin (@siarate) July 28, 2025
In other words: Mouthwashing was not removed because of harassment or review bombing. It was swept up in a blanket policy change rooted in content regulation — the very kind of censorship the so-called “anti-woke crowd” has consistently warned against.
The developer distanced himself from fans who champion open creative expression, only to find his work buried by the same structures those fans have long opposed. It’s a textbook case of rejecting the wrong enemy — and being caught off guard when the real blow comes from within.
Still Live on Steam
Curiously, Mouthwashing remains fully available on Steam—the other major platform flagged in Collective Shout’s ongoing pressure campaign. This raises additional questions about consistency in enforcement, both among digital storefronts and within itch.io’s own moderation protocols.
A clip from the trailer to Mouthwashing – YouTube, GameTrailers
Steam has not commented publicly on any changes in response to Collective Shout’s campaign. As of this writing, Mouthwashing is visible, searchable, and purchasable on Valve’s platform.
What’s Next for Developers?
Itch.io has stated that it plans to restore some delisted titles once developers confirm that their games align with new processor-mandated compliance standards. The statement, released via community update, noted: “Creators must confirm their content is allowable under the policies of the respective payment processors.”
For Mouthwashing, that process is presumably underway—or will be soon. But in the interim, discoverability is severely impaired, and visibility is one of the most critical elements for success in indie game publishing.
The Broader Implications
The Mouthwashing Itch.io situation highlights the consequences of broad-stroke policy enforcement—especially when external pressure campaigns shape digital marketplaces. Mislabeling or overreaching enforcement can harm developers whose work doesn’t fall under the categories being targeted.
A clip from the trailer to Mouthwashing – YouTube, GameTrailers
It also reveals the power of payment processors behind the scenes. Their risk-averse approach often leads to platforms preemptively removing content or tightening rules, sometimes without transparent communication.
For now, players can still access Mouthwashing if they have the direct URL. But until its listing is restored, it remains out of reach for anyone discovering it organically through itch.io’s search system—a costly error for an independent team with limited resources.
How do you feel about Mouthwashing disappearing from Itch.io? Sound off in the comments and let us know!
