The Ballarat region's governing football body is taking a zero tolerance stance to cyberbullying in an effort to stamp out the mental health problems its worst excesses can cause.
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AFL Goldfields has handed down suspensions to a pair of junior players for cyberbullying while a third is being investigated for similar offences.
And cyberbullying experts are backing the code in its efforts to minimise the harm.
AFL Goldfields regional general manager Rod Ward authored an email which was circulated to all players across the organisation's country football leagues outlining the sanction and reminding competition members of their Cyber Safety Policy.
Speaking with The Courier, Mr Ward made his stance on the two suspensions clear.
"We're acutely aware of the challenges in society people are facing in terms of mental health battles and that's only increased in recent years due to social media," he said.
"I will not accept the use of social media where people are being subjected to online bullying, harassment, intimidation or threatening behaviour in our competitions."
Cyber safety expert Susan McLean developed the Cyber Safety Policy for AFL Goldfields in 2014 and is thrilled to see individuals being held responsible for damaging and irresponsible behavior online.
"I think it's absolutely fabulous that places other than schools are prepared to stand up and say cyber bullying is not acceptable," she said.
"I think the league should be commended for their actions... it's really important because young people need to consistent messaging, they need to get messages from school, from home and from sport."
Ward says it is not uncommon for an email of this nature to go our early in the football season as a reminder of competition expectations.
"Every year we find early on there are one or two offences and we send out a reminder to everyone saying "Hey, there are rules regarding this and it won't be accepted in our competitions."
The email, which has been sent to all registered AFL Goldfields players, outlines the reason for the suspensions and clearly states the organisations stance on cyber bullying.
"The purpose of this message is to send a strong warning to all supporters, players and officials that AFL Goldfields has a Cyber Safety Policy in place, and we will treat any alleged breaches of this policy very seriously," the email reads.
"We recognise that children and young people are particularly vulnerable to the effects of cyberbullying, and it was revealed least year that children and young people who are currently experiencing a mental health problem are more than three times more likely to have been bullied online in the last year.
Ward says it is imperative to educate everyone about the dangers of all kinds of bullying.
"Last year we ran suicide prevention workshops for our clubs... suicide is a huge issue in Australia so anything we can do to protect people from being subject to online bullying or harassment is critical."
Child and adolescent psychologist Dr Michael Carr-Gregg showered praise on the organisation for their decisive action on the issue.
"I think (what the league has done) is brilliant," he said.
The only way we're going to address this issue is by a whole community approach and that involves parents, schools and community groups.
- Michael Carr-Gregg
"I think it's magnificent that the AFL, particularly at a junior level would make its voice heard on the issue because we know that an unacceptable number - one-in-four kids - are bullied every day and the short and long term effects are profound."
The pair of players found guilty of the offence both received the minimum two game suspension, however under the organisation's Cyber Safety Policy, a second offence would result in a lifetime ban.
Dr Carr-Gregg said this two strike system both highlights the seriousness of the type of offending and provide offenders an opportunity to learn from their mistakes.
"If you've given them a warning, (a lifetime ban) is fair enough," he said.
"A developmental perspective recognises that young people stuff up but if you engage in the same behavior when you've been warned once, there has to be a firm consequence."
Mr Ward says a potential lifetime ban from playing organised football proves just how serious the issue is.
"It highlights how serious this policy is and how seriously people have to take it," he said.
Ultimately Ms McLean believes people need to be made aware that cyberbullying is a criminal offence and should be treated as such.
"People need to understand this isn't just a school or sport issue, this is life. Cyberbullying is a crime - in addition to a sanction a club or a school can dish out people can be charged by the police."
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