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Rule 40 refers to the fortieth rule of the Olympic Charter that states the following:
“Except as permitted by the IOC Executive Board, 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.”
In other words, athletes who have dropped their amateur status and have turned professional and signed sponsorship deals with any companies except Olympic sponsors are prohibited from appearing in advertisements. As defined by the IOC, athletes may not appear in TV and radio ads, print media, press releases, personal appearances, and In-store promotions.
The objective is to preserve the unique nature of the Olympic Games, keep the focus on the athletes' performance and preserve sources of funding to the development of athletes and sports organisation all around the world.
For Rio 2016, this rule will apply during the Olympic Games from 27 July until 24 August 2016 (nine days prior to the opening ceremony until three days after the closing ceremony.
The Olympic Charter is the guiding document for the entire Olympic Movement defining the mission and roles of the IOC, National Olympic Committees and International Federations.
Participants who would like further information or can read the Q&A document, contact their NOC or write to the IOC Athletes' Commission directly.
