Rule 40 is a by-law in the Olympic Charter stating that only approved sponsors may reference "Olympic-related terms".
[1] It was introduced by the International Olympic Committee (IOC) to prevent so-called ambush marketing by companies who are not official sponsors and to sanction links between athletes and unofficial sponsors during a blackout period starting nine days before the opening of the Olympic Games and continuing until three days after the closing ceremony.
The Cartel Office officials agreed that many of their country's athletes rely on their sponsors to create a larger name and revenues for themselves.
Since no athlete receives the money made by the IOC's sponsor advertising, the Cartel president decided that "self-marketing during the games plays a very important role," and he permitted the decision.
The principles focus on how athletes can engage in monetary advertising practices with their sponsors if they have any.