Has this gone a stretch too far?

As a regular person, these rules won't affect you but it means businesses can't cash-in on the social media storm that often accompanies major sporting events and use it to grow their following or drive traffic to their sites. 

Some of the banned trademarked phrases include 'Olympic', 'Olympian', 'Gateway to Gold', 'Pan-American' and 'Paralympic'. Businesses won't even be allowed to wish contenders luck, have Olympic themed incentives or team building days or post any photos from the Olympics.

The policing process for this will be a tough feat but, what are your thoughts - is this the way it should be, giving official sponsors autonomy or is this another attempt to monopolize on major events and keep smaller businesses at bay?