The AFL has sacked William Houghton KC after the staggering comments he made post the Lance Collard case that sparked outcry across the industry.

Houghton was the chair of the AFL appeals board who, on Thursday night, reduced the St Kilda player’s penalty for making a homophobic slur in the VFL.

But it was his statement that followed the appeal that caused mass anger.

Among the reasons for reducing the penalty, the panel said: “We observe that football is a hard game. It is highly competitive, particularly at its higher levels. It is commonplace that players can employ language from time to time which is racist, sexist or homophobic whilst on the field.”

The other part of the reasoning for reducing the ban was this: “The recipient of the remark, Hipwell, was not offended by the comment.”

Fury immediately followed across the AFL industry and forced the league into making an embarrassing statement, “specifically rejecting” the board’s reasoning.

“The AFL strongly rejects the statement not only that such language is commonplace, but also any implication that may be a factor in determining the severity of the sanction,” AFL boss Andrew Dillon said on Friday.

“We will not accept, excuse or normalise behaviour and language that demeans, discriminates or vilifies people based on who they are.

“We acknowledge there are always broader considerations in these matters, and they must be handled with care. But they do not override the responsibility everyone has to meet the standards of the game.

“We are clear on where we stand. Respect and inclusion are not optional in our game - they are fundamental.”

Past and present players were also embarrassed.

Melbourne champion Max Gawn said it was “an embarrassing day for the players - for roughly 6-7 seven hours - when we had to stand beside that message that the appeals board put out”.

“I certainly know that the game is not that hard. I know I can shut my mouth with homophobic, racist and other vilifications,” Gawn told the ABC.

Dillon said the AFL believed stronger action was “was necessary” when dealing with slurs, and “homophobia had no place in Australian football”.

“Not at any level. Not under any circumstances,” Dillon said.

“The AFL specifically rejects the appeals board’s reasoning which stated, ‘it is commonplace that players can employ language from time to time which is racist, sexist or homophobic whilst on the field’.”

The AFLPA also said it was “deeply concerned by statements” made by the appeals board on Thursday night.

“No matter how hard or competitive the game is, there is no excuse for racist, sexist, or homophobic language and this language is hurtful to communities beyond the individual it is directed at,” the union said.

“Football is for everyone and all players and the AFLPA remain committed to playing our part in building a culture where everyone is valued, respected, and safe.”