As noted by Pro Football Talk, these new rules actually loosen restrictions that had existed on using video from games, and recorded at the stadium on gameday. But the penalties put in place mean that for a first-time violation, a team could be fined $25,000 for an offending post, which ramps up to $50,000 the second time, and $100,000 plus the loss of rights to post league content for a third strike.

Mashable revealed that banned behavior includes tweeting video during the restricted time period, other than resharing video from official league accounts. While the ban on gametime GIFs (even for content that's not from the game itself) could be reviewed going forward, it seems likely that your preferred team's social media account will become a lot less personal while the game is happening. The big question however, is whether the NFL just wants more control over valuable game video and reach when the most people are paying attention, or if it's worried about ratings that, through the first quarter of the season, have noticeable declined?