The AFL has issued an ultimatum to Bailey Smith, advising the Geelong midfielder to behave or face harsher consequences.
The Cats star, and several of his team-mates, have come under fire in recent weeks for their activity on social media during and after Geelong's Mad Monday party.
A war of words has also erupted between Smith and respected journalist Mark Robinson, who lambasted the 24-year-old midfielder for appearing to make a rude comment about fellow reporter Caroline Wilson. Smith hit back at the AFL360 pundit on social media, posting a photo of Robinson with the caption: 'Slobbo, you are one naughty boy.'
Now, according to The Herald Sun, the AFL has become more concerned with Smith's antics, with general counsel Stephen Meade penning a letter to the club last week.
It is a departure from the league's initial reaction to Geelong's Mad Monday celebrations, with general manager Gregg Swann having previously advised that the AFL would not be handing down punishments to the Cats players, instead stating that Geelong were the right people to 'deal with it'. He did, though, state that he was 'not thrilled' by the antics.
However, now it appears that the AFL are ready to step in.
The AFL have given Bailey Smith and Geelong a warning over the star's recent social media activity
Smith has enjoyed a standout season, but his antics off-field have drawn criticism from some
Smith appeared to hit back at Mark Robinson (pictured) on Instagram, calling him 'slobbo' after the footy reporter blasted Smith on AFL Trade Radio for his Mad Monday antics
In his letter, Meade explained that the club also faced an ultimatum: bring Smith in line or face punishment from the AFL.
Should the club not adhere to that, the AFL will wield its power to sanction Smith, who came third in this year's Brownlow Medal race.
It also comes as The Herald Sun claims AFL CEO Andrew Dillon drove down to Smith's home on the Surf Coast, just south of Geelong, to speak with the 24-year-old about expected standards.
This masthead reported last week that Geelong could muzzle Smith on social media after his latest clash with Robinson.
The club's CEO, Steve Hocking, told Channel Seven that his online presence is a major concern. The club intends to sit down with Smith in the coming months to address the matter, with Hocking having described the 24-year-old as having 'a very different relationship with social media' to other players.
He adds that the club 'won't tiptoe around' the matter.
In the past month, Smith has also copped the ire of former West Coast Eagles star Mitch Brown - who recently made history coming out as the AFL's first openly bisexual player - after he slammed the footy player for a photograph he published on his social media account of himself and Patrick Dangerfield.
The two players appeared to embrace each other in the picture, with Smith adding the caption: 'This is what losing a granny does to ya. Alright, phone away now. Bye.'
The AFL has become more concerned with Smith's antics, with general counsel Stephen Meade penning a letter to the club last week (L-R: Meade, Andrew Dillon, Brian Walsh)
Smith (left, pictured with Patrick Dangerfield) has been criticised after the footy star appeared to make a reference to the film Brokeback Mountain on his Instagram during Geelong's Mad Monday celebrations. The Geelong player had dressed in a western theme, before writing: 'This is what losing a Granny does to ya,' on his Instagram
Robinson also slammed Smith (right) for comments he made about respected footy journalist Caroline Wilson, after Max Holmes (left) dressed as Wilson during the party
Robinson (pictured) hit out at the AFL for their lack of action over the star's Instagram posts during Trade Radio on Thursday
Wilson, meanwhile, has also expressed her disapproval of Smith's social media antics, before Robinson brutally criticised the Cats star.
‘I want to talk about Bailey Smith and everyone is going to call me a woke, silly old fool, but for Bailey Smith to abuse the photographer is one thing, that’s really poor,' Robinson said on Trade Radio.
‘For Bailey Smith to be a part of an Instagram photo with (Holmes dressed as) Caroline Wilson and put a (colloquially) semen emoji up there is one of the most disgusting things I’ve seen a player do.
‘If it was my mother, or my sister, or my wife ... I can guarantee you myself and my three brothers would be going around to say hello to Bailey Smith.
‘Who does he think he is to put a semen emoji on a photo of (Holmes dressed as) Caroline Wilson?’ he asked.
‘It’s not woke to call it out. It’s decency. Be a decent person. And for the AFL to allow that to go unpunished is one of the most disgusting inactions by the AFL in my time in football.
‘We can all laugh at Bailey Smith and say he’s just a young man, you can have fun without being a pig.’
He also took aim at Swann and Dillon, appearing to claim that the Cats players got off lightly.
But others, including comedian Josh Thomas, have supported Smith: 'Bringing people down is the least empowering way to find comfort in your queerness'
Thomas then published a message in which he stated 'we've got to stop calling people that aren't homophobic, homophobic'
Daily Mail has contacted Smith's management for comment.
After bouncing back from a horrific ACL injury, Smith has enjoyed one of his best seasons on record with his new club - but this season hasn't been without controversies.
Smith copped a $1,000 fine earlier in April after flipping the bird to an Adelaide fan as he walked back into the changing rooms. He admitted it was 'probably not my best moment' but revealed that he was sticking up for team-mate Dangerfield, who had been copping abuse from the home supporters.
During this year's finals series, he was again seen flipping the bird at a photographer during a training session, accusing the snapper of 'baiting' him.
Geelong chief, Hocking, has since spoken out on the club's recent Mad Monday antics, with Geelong having advised that the post-season party will no longer go ahead in its current form.
'Mad Monday is absolutely on all of us. There is a range of people that were part of that. There’s certain individuals who dressed inappropriately. We have apologised for that, particularly to Caro (Caroline Wilson), it was unacceptable how that was rolled out and treated,' Hocking said.
'In regards to Bailey, we have absolutely welcomed what he has done on the field. He finished third in the Brownlow. It’s an amazing comeback off the back of an ACL.
'When you come off-field, the interest in him is just unbelievable. He has a different relationship with social media than our age profile. I don’t understand it at all, but he works that exceptionally well.
'There will be a time in my view this will involve all of us in the off-season, where by we need to (talk to him).
'It’s not about tiptoeing around someone like Bailey but more about tailoring it accordingly. I always talk about barnacles on a boat, if you end up with too many it’s only going one way, we have to remove some of those.'