Infotainment Factory: AFL boss gives troubled star final warning as 'standards' slip

AFL boss Andrew Dillon has explained why the league issued Geelong a warning about star Bailey Smith's off-field behaviour, emphasising the "standards" the league holds its players to.

Last week, Geelong was issued a written warning by the AFL regarding Smith's use of social media, cautioning the club that it will face punishment if he continues to share posts that disparage those around the competition.

The message came after a spate of incidents across the season, including Smith's Mad Monday missteps.

Geelong's Bailey Smith and AFL CEO Andrew Dillon are pictured at the 2025 Brownlow Medal.

During the club's Mad Monday celebrations, Smith used his Instagram account to mock veteran journalist Caroline Wilson.

Smith posted a photo of teammate Max Holmes dressed as Wilson to his Instagram Stories with a vulgar caption. He later referenced the film Brokeback Mountain in another image caption.

His actions led to widespread condemnation and criticism, including from veteran reporter Mark Robinson, who called the caption "disgusting" and labelled Smith a "pig".

In response to the controversy, AFL general manager Greg Swann initially left Geelong to deal with Smith, though he insinuated that the AFL was not impressed by the midfielder's behaviour. Smith was not sanctioned for his behaviour.

But as Smith continued to fire digs at Robinson online, the AFL's general counsel, Stephen Meade, was prompted to act, writing to Geelong chief Steve Hocking directly about the posts.

Fronting media on Monday, Dillon said that the AFL is giving Smith and Geelong one final chance to address his social media behaviour before the league steps in with its own formal sanctions.

"Ultimately, the decision is for the club to handle, but I think that was putting the club and Bailey on notice that if the behaviours went any further, then it might get to a stage where the AFL has to tip in," he said.

"Bailey is a super footballer. He's great for the game. But there are standards that all of our players and everyone who's involved in the industry have to adhere to.

"Bailey is a 23 to 24-year-old. He can make his own decisions. I think he's got some great leaders around him at the club who are all working with him."

Smith has a history of similar controversy when he was a Western Bulldogs player.

Dillon was speaking in Perth during an AFL Commission meeting and also faced questions over the league's decision to give West Coast an assistance package.