A "plethora" of athletes taking part in Rio 2016 have been "pointedly thanking sponsors who are not official partners of the Games, due to a controversial by-law" prohibiting non-official sponsors from using "Olympic-related terms," according to Rebecca Smith of PR WEEK. Rule 40 means athletes and brands can get in trouble for using words such as "victory," "medal," "challenge," "performance," "effort" and "2016," depending on the context, from July 27 until midnight on Aug. 24. It also "means that firms such as kit suppliers may not be allowed to retweet athletes' posts, or pass on messages of good luck for the Games." For Rio, the IOC has "relaxed the guidelines somewhat" to allow "non-Olympic advertising" and athletes were permitted to post on social media about their non-official sponsors, "as long as they steered clear of using any Olympic properties or references." It will give the official brands "cause for concern, particularly if agencies continue to get more creative with how they use their big-name clients." While Rule 40 is not new, "it has been highlighted as the Olympic movement deals with the fallout from a ban on Russian athletes." While many athletes "are not subtle about plugging their sponsors, some were more vocal than usual ahead of the enforced blackout" (PR WEEK, 7/28). The BBC reported the punishment "could mean athletes losing medals, although a reprimand would be the more likely outcome." According to the IOC, the "Olympic-related terms" athletes cannot say, depending on the context, include: "2016, Rio/Rio de Janeiro, Gold, Silver, Bronze, Medal, Effort, Performance, Challenge, Summer, Games, Sponsors, Victory, Olympian." While "Olympic listed terms or expressions" include: "Olympic, Olympics, Olympic Games, Olympiad, Olympiads, the Olympic motto 'Citius-Altius-Fortius' (which is Latin for Faster, Higher, Stronger) and any translation of it" (BBC, 7/27).
