"We know that you love the spontaneous displays of emotion that come after a spectacular touchdown," Goodell said a letter to fans. "And players have told us they want more freedom to be able to express themselves and celebrate their athletic achievements."
The New York Times reported that the decision was made by NFL owners as one of several rule changes at the Spring League Meeting in Chicago Tuesday.
“In my conversations with NFL players, it was also clear how much our players care about sportsmanship, clean competition and setting good examples for young athletes,” Goodell said. “That is why offensive demonstrations, celebrations that are prolonged and delay the game, and those directed at an opponent will still be penalized.”
So things like weapon imagery, such as a machine gun simulation, or sexually suggestive acts -- like Pittsburgh Steelers receiver Antonio Brown’s end zone twerking, are still things that can be penalized.
The strategy may lessen the number of unsportsmanlike-conduct penalties called on touchdowns. According to ESPN, the 2016 season had the highest number of penalties of the past five seasons with 29 called. Of the past three seasons, it has the highest cost of fines for touchdown celebrations at $310,301, up more than $240,000 from the 2015 season.