Personal issues can affect something dear for athletes. It can affect their earning potential. Former NFL cornerback Robert Bailey, now the president of the marketing division for Rosenhaus Sports, said he advises the agency's 100-plus clients to avoid being caught in any compromising position. The wrong photo could mean the loss of millions in endorsements and corporate sponsorships. The explosion in media outlets and internet sites has created incredible opportunities, but also risks.

"This has become a part of NFL business, a part of major sports," Bailey said. "You have to really conduct yourself appropriately. Basically, it's going to get to the point where if you walk outside your door, you're game."

Bailey has warned players that if they're at a party, a photo from that party can be uploaded to a Web site, such as one of the many independent sports blogs, within 15 minutes.

"That's how party people promote who is at the party tonight," Bailey said. "You can be having a fun time with friends, and a picture says 1,000 words. Which words are they going to pull? They can pull good ones or bad ones. You can be leaning into someone, and it could say, '(The athlete) looks like he is ready to punch this guy.' But, in reality, you were just getting ready to shake his hand. Twenty years ago, when did a picture cost you so much money?"

So second-year New York Giants receiver Steve Smith already has become more wary, especially after noticing the unflattering attention that former USC teammates Leinart and Bush have received: "You don't want to have a drink in your hand or anything like that. It sends the wrong message. It just looks bad. It sucks you can't even do everything you want, but I suppose it makes you a better person."

Careful?

Rob Loud / Getty Images Like Alex Rodriguez and his wife Cynthia, sports celebrities are finding that every move they make is being watched.

"You always are," said Thomas, the Patriots' star. "You can always come back and add something, but you can't go back and take something away. So many guys do so many good things, but nobody wants to write about it. They'll write about it here and there if a big name person does something nice in the community. But what about the guy that nobody really knows? He's still in the NFL, he's paying his dues but nobody's writing about him giving out turkeys? But if that guy gets a speeding ticket or a DUI? They'll put that on the front page."

Few current players have tried to avoid the public eye — without ever truly escaping it — like Dolphins running back Ricky Williams. His contention? "Whatever happens on the field is fair game." Everything else? No, "unless it directly affects what occurs on the field."

"But I think a lot of times stuff happens off the field and it has no relation to on the field until the media gets a hold of it, and then it becomes a distraction," said Williams, who is trying to resurrect his NFL career after multiple drug-related suspensions.

Although "aware" of the current climate, Williams tries not to dwell.

"If you focus on it too much, it's hard to live your life," Williams said. "You just have to find that balance. If you are going to break the unwritten rules, just try to do it in your private time, try not to do it when people can see."

Actors and politicians have long tried to live by those rules.

If they were always successful, many people — gossip writers, paparazzi photographers, supermarket tabloid tycoons — would be out of business.

"In politics, when you are talking about leading our coverage, your character matters tremendously," Feely said. "So I think when you look at personal lives, I think that has an implication as to what they'll do when they're leading in office."

Athletes?

"I don't think their personal life necessarily impacts how they perform," Feely said. "If A-Rod is having an affair, that's not necessarily going to have an impact on what he does on the ballfield. So I do think there should be some line. And a reporter's job is to talk about that sport, not necessarily what is going on off the field. But I also think it's a blessing to be an athlete, and with that blessing comes a responsibility to be a role model. When you choose to do something that reflects poorly on yourself, and that gets reported, then you have to understand that."