West Coast's contempt for the football community was exposed again early yesterday when it told the AFL it planned to fine Michael Braun $500 for using the F-word on national television and to a packed football stadium.

The AFL immediately responded with equal contempt for the football club that has turned disturbing social behaviour into an art form by multiplying that fine by 10. In fact, had Braun not boasted a clean record, his punishment probably would have totalled $10,000.

We know that West Coast footballers don't see themselves as role models. Adam Selwood demonstrated as much on Saturday night. And no offence to Chris Judd, who has done nothing but behave like one despite not wanting the tag, but when are the Eagles going to realise they have a responsibility which extends beyond winning football matches?

The AFL has been criticised for going soft on the Eagles but the Daniel Kerr situation is complicated. Braun, who like his club seems to enjoy lame excuses, later said his expletive was meant only for his teammates. His case was simple where the AFL was concerned. So in the competition's first test case following the meeting of the 16 clubs five days ago, the AFL has overruled a football club in punishing a player for conduct unbecoming. Not only was it unimpressed with the fine proposed by Eagles football boss Steve Woodhouse, it was unimpressed with coach John Worsfold's public excuse on behalf of the player.

West Coast still just doesn't get it. The club has a footballer on its list who nearly died six months ago and all evidence suggests that nothing would have been done if the story hadn't made its way into the media. Not much seems to have been done anyway.

The club had every reason to investigate the fact that Chad Fletcher's near-death experience came about due to illegal substance abuse and that he was not alone among the teammates with him in indulging. At least one club official was in Las Vegas at the time.

The club said a fortnight ago that the Kerr situation was under control and had been for three months. That strange incident outside a hospital involving a taxi driver was an aberration and only fuelled by alcohol. The fine, in reality $5000, only included a suspended match suspension due to AFL pressure. And he is playing great footy so where's the problem?

The Eagles' spiritual leader is in rehabilitation in California. The club says it only realised Ben Cousins had a serious drug problem last July. This defies belief. No one is suggesting West Coast take the blame for Cousins' situation and the fact that his future is clouded now on every front.

But surely, as the 28-year-old watches the team he reportedly kept going during its dark times — on video tapes provided by his parents who are currently visiting him — there must be some sense of responsibility that spreads around the entire playing list.

We are not talking about the monetary issue. The Eagles have taken legal advice and will continue to pay Cousins his full contract. Should he return to the football club they will suggest he cover some of his rehab costs.

But West Coast's behaviour indicates that it continues to struggle with its social responsibility. Surely the club will do more than simply close ranks against the football community and anyone else who criticises it.

No one wants blood from the reigning premier, but certainly the AFL would like to see a philosophical shift in the manner in which the Eagles accept responsibility for off-field behaviour by their players. At the moment the Eagles' credo appears to be "us against them".

They are flaunting their disregard for the community that supports them just as, in the recent past, key team members flaunted their drug and alcohol problems.

Perhaps all they are about is the next flag. If so, good luck to them. They may be the best team in the competition but are winning few friends in the process. Not that they seem to care.