What Rule 40 Is
Olympic Rule 40 is a by‑law of the Olympic Charter that restricts how athletes, coaches, and officials can appear in advertising and commercial activity during the Games Period. Its purpose is to protect the exclusivity of official Olympic sponsors while still allowing athletes some commercial freedom.
According to Team GB, Rule 40 governs how athletes and their sponsors may use an athlete’s image, name, or attributes in advertising during the Games Period for Milano Cortina 2026 (30 January–24 February 2026).
What Has Changed for 2026: Key IOC Updates
The International Olympic Committee (IOC) has continued to evolve Rule 40 for the Milano Cortina 2026 Winter Games. While the core purpose remains the same: protecting official Olympic sponsors while allowing athletes some commercial freedom, several important updates shape how athletes and brands can operate during the Games Period.
1. Continued Relaxation of Advertising Restrictions
Athletes and their personal sponsors are still permitted to run advertising during the Games Period, provided they follow the IOC’s Key Principles. This maintains the more flexible approach first introduced for Tokyo 2020 and refined since.
2. Earlier Campaign Launch Requirements
Any advertising that features an athlete must be launched before the Games Period and must demonstrate continuity. In practice, this means:
- The campaign cannot be created solely to capitalise on Olympic participation.
- It must be part of an ongoing marketing plan already visible to the public before the blackout window begins.
3. Updated Notification Rules
For 2026, the IOC requires notification only for multi‑territory advertising. The deadline for these notifications is 19 December 2025.
4. Games Period Blackout Confirmed
The blackout window for Milano Cortina 2026 is: 30 January – 24 February 2026
During this period, advertising must follow strict Rule 40 conditions, including:
- No use of Olympic intellectual property
- No implication of official association with the Games
- No references to results, medal hopes, or Olympic performance
What’s Specific to the UK: Team GB Rule 40 Guidance
While the IOC sets the global framework, each National Olympic Committee interprets and applies Rule 40 locally. For UK athletes, agents, and brands, that means following Team GB’s Rule 40 Guidelines, which include additional requirements and stricter interpretations.
1. Mandatory Notification to Team GB
All UK athletes must notify Team GB of any advertising they intend to run during the Games Period – even if IOC notification is not required. This includes:
- Personal sponsor campaigns
- Social media activity with commercial intent
- Any advertising featuring athlete attributes
2. Stricter UK Rules on Advertising Content
Team GB enforces a clear set of restrictions, including:
- No use of Olympic marks (rings, “Olympic”, “Team GB”, “Milano Cortina 2026”, etc.)
- No use of Team GB kit, protected imagery, or Games venues
- No implication of endorsement by Team GB or the IOC
- No references to medal targets, results, or Olympic performance
3. Personal Sponsor Advertising Allowed – With Limits
Sponsors may run generic advertising featuring the athlete, provided:
- The campaign launched before the Games Period
- It avoids Olympic references
- It uses generic imagery (not Team GB kit or Games environments)
Sponsors may not:
- Mention the Games
- Use Olympic IP
- Suggest partnership with Team GB or the IOC
4. Social Media Rules for Athletes
Athletes may:
- Post normal personal content
- Thank personal sponsors in a generic, non-Games-related way
Athletes may not:
- Promote sponsors using Olympic references
- Use Olympic IP in sponsored posts
- Post commercial content that appears newly created for the Games
5. UK‑Specific Approval Timelines
Team GB typically requires:
- Pre‑Games submission of campaign materials
- Evidence that the campaign was already active before the blackout
- Confirmation that no Olympic IP is used
These processes are outlined in Team GB’s Rule 40 documentation, including the Milano Cortina 2026 guidelines.
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