AFL boss Andrew Demetriou believes a "disgusting" taunt about a player's mother will be the last of its kind, thanks to the suspension of West Coast offender Patrick McGinnity.

McGinnity has been banned by the Eagles for Sunday's clash with Essendon and fined $2500 for derogatory on-field remarks about the mother of Melbourne's Ricky Petterd.

AFL chief executive Demetriou said the comments were "totally disgusting" but, like racial vilification, might have been let slide in past eras.

"They might have said it 20 or 30 years ago, they might have said it when I played," Demetriou said.

"But I tell you, after you've been educating players for a number of years on many, many issues, you don't (normally) hear those sorts of things on the football field."

Demetriou was confident such comments would not be heard again.

"I'm pretty sure that, given the sanction, that you wouldn't expect any other player to use that language."

The comments were made at the start of the halftime break in Sunday's clash at Etihad Stadium, and overheard by umpires, prompting an investigation.

"I was just a bit shocked. I suppose you don't expect to hear stuff like that," Petterd told reporters on Tuesday.

McGinnity was charged under the AFL's code of conduct regarding respect to women.

In addition to the ban and fine, he will undergo counselling.

"I deeply regret the words I used in a verbal altercation on Sunday," he said in a statement.

"The heat of the moment is no excuse for over-stepping the mark and I sincerely apologise to the Melbourne player."

Eagles chief executive Trevor Nisbett said the club expected better of their players.

"The comments made by Patrick do not reflect the values of our football club and we acted quickly when we became aware of the issue," Nisbett said.

He is the second AFL player this season banned for on-field remarks.

In June, Western Bulldogs forward Justin Sherman was suspended for four matches and fined $5000 after pleading guilty to racially vilifying Gold Coast youngster Joel Wilkinson.

Demetriou dismissed suggestions that the code was becoming soft, a view backed by Collingwood president Eddie McGuire, who offered a simple guide to avoiding such sanctions.

"There's a great rule in life. It's called the grandma rule - would you do it in front of your grandma? - and it's not a bad way to play.

"The great thing about our game is there are plenty of ways to inflict pain on the football field ... you don't need to resort to all this other rubbish."

The Magpies are also preparing a campaign encouraging crowd members not to vilify opposition players.

It comes after St Kilda forward Stephen Milne was subjected to "rapist" taunts from Magpies supporters at Etihad Stadium on Friday night.

Milne and teammate Leigh Montagna were the subject of sexual assault allegations in 2004, but were not charged.

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