(CBS News) – Olympic gold medalist Michael Phelps is breaking the rules with his new high fashion ad campaign. The International Olympic Committee is upset with the swimmer because photos from his new Louis Vuitton campaign were leaked onto the internet Aug. 13. That was just a few days before the 2012 Olympic Games in London were over.
Vuitton launched their campaign featuring the Olympic swimmer last Thursday, Aug. 16. The photos fall under IOC’s controversial Rule 40 — which bans Olympic athletes from participating in any non-official advertising during the games.
Lots of Olympic athletes have spoken out against the rule stating that they should be allowed to determine how their own likeness is used during the games. Many athletes feel Rule 40 hurts athletes without big endorsement deals.
The IOC limits advertising in order to protect their sponsors, who make the Games possible. The regulation was introduced this year.