This is one of those rules that Shouldn’t Have to Be Made. But when you’ve got self-important athletes unwilling to recognize common-sense boundaries … it’s amazing what you have to get down in black and white.

The NBA has banned the use of Twitter and other “social media” during a period that extends from 45 minutes before games until about 25 minutes after a game concludes. (When reporters are allowed into locker rooms, that is.)

Well, duh.

It isn’t an unreasonable request that players set aside their PDAs while they are about to earn their living. Or while their team is trying to win a game. Or getting ready for one. You know … while the player is at work.

But if you’re a player more interested in developing your brand … maybe you’ve just ignored all that. Until now.

This was getting out of control. Players tweeting at halftime, before games … and where was it going to go? During timeouts? While the other team is inbounding the ball?

This is an important story. The near-instant social networking threatens to take over every moment of our lives. Even those when we are supposed to be working for the people who pay us.

As the linked story notes, many NBA teams have more specific and sweeping rules against tweeting or texting, etc.  The Clippers, for instance. As well they should.

The problems are not just the lack of attention the Charlie Villanuevas of the league are giving to their coach and their team when they’re firing off tweets.

It’s also an issue of compromising the inner workings of teams. When teams are behind closed doors, working on what they do … players and coaches shouldn’t have to worry about a rogue player more worried about his followers than his teammates. Teams shouldn’t have to worry about a player sending out updates on who’s yelling at whom.

Boundaries, people!  The whole world is not a platform for your social networking. Not in real time.

Not during game time.