From Wednesday, NFL teams can no longer record video from inside the stadium during a game and post it on social media. From kick-off to an hour after the game, they are prohibited from posting their own content to Facebook Live and Periscope and limited to using Snapchat and reposting NFL-owned videos on Twitter.

This is according to two league memos obtained by ESPN, which describe fines of $25,000, $50,000, and $100,000 for each violation of the policy.

The omnipresent and immediate nature of social media clearly worries league executives. They are desperate to maintain control of content generated within stadiums and how it is distributed online. These executives want fans to exclusively consume NFL-approved content, so they get the followers, clicks, and advertising revenue that go with it. Fans, on the other hand, want highlights, GIFs and analysis on mobile and they want it immediately.

More people are engaging with the game than ever before through social media, yet the NFL seem to be ignoring its importance. This refusal to adapt and evolve with new media can only be damaging to a sport already struggling for viewership.

The IOC banned GIFs from this summer’s Games in Rio, WWE is targeting users with copyright strikes, and the “No Fun League” is following the equally unpopular suit. Safe to say it hasn’t gone down well.

First the Olympics, then the WWE, now the NFL? Whats with all the gif hate? Gifs are made profit-free by fans & provide free exposure. https://t.co/uACtdMwZul

— Andy Cole (@AndyCole84) October 9, 2016

The NFL has literally no idea how to handle social media. It's incredible. https://t.co/uirNJsZtup

— FearTheSword (@FearTheSword) October 6, 2016

No Fun League for real!! Even social media can't even have fun. Wow! @NFL

— ANTHONY ADAMS (@spiceadams) October 10, 2016

Tom Brady’s first snap back! Check out the NFL approved coverage here: pic.twitter.com/raKVjUa3Sv

— SB Nation (@SBNation) October 9, 2016