AFL chief executive Andrew Demetriou said it was "extremely disappointing" Collingwood's Heath Shaw had been fined and had lost his licence for drink-driving.

Shaw, 22, was fined and lost his driver's licence for an undisclosed period after he collided with two stationary cars in Kew around 11.30pm (AEST) on Sunday night.

Demetriou said Shaw's infringement was disappointing for the player and his club, and criticised anyone who drove while intoxicated as "stupid".

"It's extremely disappointing, it's disappointing for the Collingwood Football Club," he said.

"It's disappointing for Heath Shaw given he is a senior player at the club.

"When you're talking about (this) four weeks out from finals, I'm sure anyone associated with the Collingwood Football Club would be extremely disappointed."

Demetriou denied the incident was a blow to the AFL's image, but said the incident was a timely reminder to anyone foolish enough to get behind the wheel after drinking.

"Anybody in society, it doesn't matter if it is Heath Shaw, anybody who continues to drink and drive is stupid," he said.

"That's the message that the state government, all state governments around the country and the federal government are saying.

"There's millions and millions of dollars spent on public awareness to educate people about drink driving.

"There are still people on weekends and nights who are still getting caught drink driving and what's disappointing about all that is it not only puts themselves at risk, but others at risk.

"The message should be there loud and clear for anybody, any individual ... don't drink and drive, it's just not on."

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