More than a year ago, in June 2015, the International Olympic Committee quietly announced a key change to its infamous Rule 40. Now, days before the Olympics, the impact of that change is coming to the fore.
Rule 40 is a by-law in the official Olympic Charter, and it states that “No competitor, coach, trainer or official who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising purposes during the Olympic Games” without the express consent of the IOC board.
Under the original rule, only official Olympic sponsors—big consumer brands, like Coca-Cola, McDonald’s, Panasonic and Visa, that have paid about $200 million each—get consent.
