For too long now, the disdain for authority from £100,000-a-week players - and managers - has become a blot on our sporting landscape.
Youngsters up and down the country are imitating these guys. Wealthy players must realise they have a social responsibility, and we will name and shame those who don't. In week two of our campaign we bring you reaction from the Premier League... and the parks.
RICHARD SCUDAMORE has backed the Shut It! campaign and vowed to help continue cleaning up the game.
The Premier League chief executive believes football has made great strides in improving player behaviour but knows there is room for improvement.
Scudamore said: "Our 'Get on with the Game' campaign and the FA's Respect agenda have improved things. We've eradicated a lot of bad tackles, for example.
"Clubs and players do a lot to inspire and excite but there are occasions when the mark is overstepped and player and manager behaviour can be unacceptable.
"We want to make sure those occasions become less frequent and any initiative helps is welcomed."
The Premier League introduced a player's charter last year.
The Professional Footballers' Association signed up, promising its members would 'accept and observe the authority of match officials' - the aim of the News of the World's campaign.
However, Scudamore believes match officials have a pivotal role.
He says: "For example, I think it's down to the referees to decide if crowding an official is a problem. And referees have the power to deal with it.
"I don't think that, as administrators, we should be sitting here telling referees what's a problem for them. Let them tell us what their problems are. Then we act."
Scudamore is convinced football is cleaning up its act, adding: "Player behaviour has improved immeasurably. You don't get the punch-ups. But dissent is still an issue."
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