The NFL is way overthinking this GIF thing

The NFL is finally modifying its overbearing social media policy, but making things quite complicated in the process.

In a memo reportedly sent out to all 32 teams on Friday, the NFL announced it would amend the social media policy it instituted two months ago, which prevented teams from posting GIFs and videos during games.

Teams are allowed to do so now, but this is still the NFL, so of course the change is accompanied by some very specific rules.

Previously, the league handed out $25,000 fines for posting unapproved video (including GIFs) during games. The new policy lets teams post video, but only of things like "fans, cheerleaders, mascots and touchdown dances," according to a memo obtained by Yahoo! Finance.

You know, everything that goes on during football that isn't actually football.

Outside of the "game window" — kickoff until an hour after the game — teams can now post up to 16 videos on social media, which doubles the previously permitted tally.

Finally, the NFL announced a test agreement with GIF server Giphy, “the source of high quality and authentic NFL GIFs of ancillary game and historical/iconic content,” the league writes, per Yahoo! Finance.

So, to recap, the NFL went from no GIFs during games to having a deal with the biggest GIF host online. But still no GIFs of plays that just happened.

Original image has been replaced. Credit: Mashable

The old policy was meant to limit creativity of teams' social media reps, a source told Mashable in October. On the contrary, teams found some incredibly creative ways around the rules.

For example, the Cleveland Browns posted this "instant replay" during a game.

If this all feels a bit arbitrary, that type of policymaking is pretty standard for the NFL. Just take a look at its drug policy. Or its domestic violence policy. Or its concussion protocol. Or its touchdown celebration rules.

Oh, well. Here's a celebratory GIF of Antonio Brown running into a post.

Brown is all of us, thrilled by the notion of a less strict social media policy, only to be shot down by more rules.