The watchdog group's problem is not with the promotional messages themselves, but with a lack of transparency among athletes -- some of whom they say were paid large amounts of money in exchange for shout outs.
"Practically speaking... the tweet or Facebook post involved should state clearly that the celebrity is being paid for the endorsement, eg sponsored," said an OfT spokesperson.
Athletic sponsorship is far from a new phenomenon, but social networks have only just entered the debate and the OfT maintains that athletes should declare if they have a financial link to a brand when naming them on Twitter.
The warning prompted many people to voice their opinions on the topic. The responses ranged from supportive to sarcastic: