For years athletes have ignored or at least keep silent about doping among their fellows. And as we saw in cycling in the Lance Armstrong era, that led to an unspoken but powerful social norm in the sport: “I have to do it because everyone else is.”

In this year’s Olympics, clean athletes like the feisty American swimmer Lilly King are pushing back against their doping peers. King did not disguise her umbrage when Russian swimmer Yulia Efimova—who’s been caught cheating twice—flashed a “#1” sign after winning her heat in the 100 meter freestyle. “You wave your finger No. 1, and you’ve been caught drug cheating,” said King to an NBC interviewer? “I’m not a fan.”

When King beat Efimova in the finals, she didn’t let up. She didn’t acknowledge the Russian in the pool, even though there were in adjacent lanes, or afterwards in the press conference.

Australian swimmer Mack Horton and French swimmer Camille Lacourt also let Chinese swimmer Sun Yang have it. Sun has served two suspensions for using banned substances. When he splashed water on Horton in the warm down pool prior to a race, apparently to get his attention, Horton ignored him. When asked about it later, he said, “I don’t have time or respect for drug cheats.”

Some sanctioning officials have worried that such behavior amounts to vigilantism, which is silly. Nobody’s being lynched, and fellow athletes have every right to speak their minds. In any case the, governing bodies like the International Olympic Committee (IOC) and swimming’s world governing body, FINA, hasn’t covered themselves in glory as doping appears to be a growing problem in the sport. If governing bodies aren’t getting the jobs done, maybe the athletes themselves can put doping in swimming where it belongs—on the road to extinction.