The Western Bulldogs have described player misbehaviour on a Hong Kong trip late last year as a real wakeup call for the AFL club.

The incident happened in November during an off-season trip and became public on Monday after the footage was posted on YouTube.

The video shows Bulldogs players including Brownlow Medallist Adam Cooney and Jarrad Grant playing up on a street in the Lan Kwai Fong district.

"For what's occurred, we're certainly treating it with the utmost seriousness," Bulldogs chief executive Simon Garlick told Radio SEN.

"At this stage, we're looking at providing this as a real warning to the playing group.

"It's real wakeup call for us, we feel we've been really strong in this area and this group in particular is a great bunch of guys with a high level of integrity.

"They're really disappointed with themselves, especially those heavily involved."

Garlick said the club became aware of the video footage several days ago.

He added that apart from showing disrespect to motorists on the street, the players had put themselves at some risk.

"It's extremely disappointing - I've heard a couple of people speaking about `boys being boys' and I understand that viewpoint, but unfortunately we're in a different world these days," he said.

"We've moved from an organisation that in the past perhaps hasn't had the best perception (sic) to a highly-credible, extremely professional place both on and off the field.

"We worked through it late last week with the entire playing group in a pretty rigorous and extensive review of the situation.

"We've been working with and will continue to work with the individuals who are probably most prominent in it."

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