An Olympic Charter bye-law states only approved sponsors may reference "Olympic-related terms" from 27 July until midnight on 24 August.
That includes words such as "victory", "performance", "effort" and "2016".
Nor are companies such as kit (uniform) suppliers allowed to retweet athletes, or pass on messages of good luck for the Games.
Keith Conning: This is going way too far. It's all about money.