It's just one line among the 135 pages of the World Anti-Doping Agency (WADA) rulebook. But that sentence packs a powerful financial punch.

Article 10.12 of "The Code" as its called in the sporting world, states that, "Anti-Doping Organizations may, in their own rules, provide for financial sanctions on account of anti-doping rule violations."

In other words, if you cheat, you'll pay and earlier this week, the Italian Olympic Committee (CONI) became the first sports organization in the world to announce it would act at the upcoming Winter Games.

CONI President Giovanni Petrucci said the country's 109 Olympians in Vancouver and Whistler must sign a statement agreeing to pay a fine of 100,000 Euros - close to 150,000 Canadian dollars - if they fail a drug test. If they don't agree, they don't go.

"It says let's be strong as we can (fighting doping) and even stronger than the code," said David Howman, the Director-General of WADA from the agency's Montreal head office.

The option to fine an athlete who tests positive was introduced on Jan. 1st of last year. As to why it's taken so long for countries to use it, Howman said it's likely a fear of litigation.

"Everyone's scared to be the first one to try it because they don't want to be whacked on the head by a lawsuit."

'Doping a crime'

But doping is a crime in Italy and that may have emboldened officials there says Paul Melia, the president and CEO of the Canadian Centre for Ethics in Sport.

"We have to keep in mind that doping is a criminal offence in Italy and it is not in Canada or many other countries for that matter. Their law probably provides the framework by which such fines can be imposed."

Howman says the idea of fining the cheaters was proposed by athletes themselves who felt it wasn't fair that those who made money while doping never paid a financial price for their indiscretions. But Melia doubts a potential hit to the wallet will scare dopers straight.

"In general, I am not sure that imposing fines, in addition to the sanctions for doping already imposed by the World Anti Doping Code, are necessary...Some people believe the bigger the penalty the stronger the deterrent. I think though you can reach a point of diminishing return with your penalties."

Fining an athlete is at the discretion of any individual sports federation, national anti-doping agency or national Olympic committee, but it can't be used to reduce or mitigate the length of a suspension. As for the future, the WADA director-general expects more countries to make the cheaters pay.

"The Italian decision was too close to these Games and others haven't had time to think about applying it themselves, but I think we might see more before London."

Take that to the bank.