Former Richmond player Mal Brown says he apologises only "reservedly" for what he maintains was intended as a humorous description of Aboriginal footballers as cannibals.

AFL chief executive Andrew Demetriou says the league is shocked and appalled by the remarks made by Brown at an EJ Whitten lunch on Wednesday.

"Those comments are not funny and they are not a reflection of what the AFL stands for, or the wider AFL community, or for that matter the wider community in general," Mr Demetriou said on Thursday.

Brown admitted to making a "dickhead" of himself in an attempt to be funny but mixed his conditional apology with an effort to justify himself.

"I apologise reservedly because it was meant with jest and humour," Brown told the Nine Network.

"Do you go through your life and you're not allowed to say anything?

"There was no malice in what I said, I apologise to those that I upset."

Mr Demetriou said Brown's comments were inappropriate, insulting and hurtful.

"We learned from (Essendon star) Michael Long and others back in 1995 how damaging comments like those of yesterday are and as a result took action to stop vilification of any kind," the league boss said in a statement.

"Indigenous players and communities have made and are making an enormous contribution to our game.

"Our view is that there is no place for racial vilification of anyone whether on the field, in the stands or in the community."

Brown said his comments, referring to the early days of the EJ Whitten Legends fundraising matches between retired AFL players, were meant to reflect what happened 15 years ago and not what happens in 2010.

Brown, who played 14 games with the Tigers in 1974, said the term "cannibal" or expression "little black bugger" were used as terms of endearment.

He used an interview on Fairfax radio to deny he was a racist, saying he should be judged by his actions, rather than words.

"I've helped Aboriginal boys and grown up with them all my life," Brown said.

But former Essendon great James Hird said his time spent with Long had taught him that comments such as Brown's reflected a lack of understanding of the damage caused.

"Often a lot of comments that get made are about a lack of education about what those comments will do and how they will affect people," Hird said.

"I think the more we can educate the community on respect, whether it be for religion or for race, the better we all are.

"I don't think it should be said at all, I think the education will say that even if it's said in jest, it's still hurtful and shows a lack of respect."

Victorian Premier John Brumby also weighed in on the issue, saying that even in jest, there was "never any place for racism".

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