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Valve has added a new clause to the latest version of its Steam subscriber agreement dealing with promotions and endorsements.
C. Promotions and Endorsements:
If you use Steam services (e.g. the Steam Curators’ Lists or the Steam Broadcasting service) to promote or endorse a product, service or event in return for any kind of consideration from a third party (including non-monetary rewards such as free games), you must clearly indicate the source of such consideration to your audience.