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Keep Rugby Clean: What is World Rugby's new campaign? | Sporting News

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  Published in Sports and Competition on Thursday, September 11th 2025 at 11:00 GMT by Sporting News
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World Rugby Unveils “Keep Rugby Clean” Campaign to Reinforce Safety, Integrity, and Respect

In an effort to safeguard the sport’s reputation and reinforce its core values of fair play and respect, World Rugby – the governing body of rugby union worldwide – has launched a comprehensive “Keep Rugby Clean” campaign. The initiative, announced in late March 2023, seeks to address the growing concerns around on‑field violence, player safety, and the integrity of the sport in the wake of several high‑profile incidents involving aggressive conduct and breaches of the governing body’s code of conduct. The campaign is designed to empower players, coaches, officials, and fans alike to uphold the sport’s principles and create a safer, more inclusive playing environment.

A Three‑Part Strategy to Promote Clean Play

At the core of the “Keep Rugby Clean” program are three interlocking pillars: Education, Reporting, and Accountability. These pillars are supported by a suite of new resources, guidelines, and monitoring mechanisms that are being rolled out across all levels of rugby, from grassroots leagues to international test matches.

1. Education and Awareness

World Rugby has rolled out an expanded education program that includes: - Online learning modules for players and coaches, featuring scenarios that demonstrate acceptable conduct and how to de‑escalate potentially violent situations. - In‑person workshops at national rugby unions’ facilities, delivered by World Rugby’s Integrity and Governance team and the World Rugby Safety Board. These workshops focus on the consequences of misconduct, concussion protocols, and the importance of mental‑health support. - Fan‑centric outreach, including a new “Respect & Responsibility” media kit that encourages spectators to speak out against violent or discriminatory behaviour on and off the pitch.

The education component also dovetails with World Rugby’s existing “Rugby Without Violence” partnership with the International Rugby Board, which aims to promote a culture of safety across all competitions.

2. Reporting and Investigation

To make it easier for individuals to report misconduct, World Rugby has introduced a digital reporting portal that can be accessed through the official World Rugby website and the new “Rugby Integrity” mobile app. Players, coaches, and referees can confidentially lodge complaints about on‑field aggression, off‑field infractions, or breaches of the Code of Conduct. The portal automatically flags incidents for review by the World Rugby Integrity and Governance Committee and, where necessary, forwards them to the World Rugby Safety Board for investigation.

World Rugby’s new “Reporting Guidelines” emphasise that no allegation will be taken lightly, and that the integrity of the process will be protected through strict confidentiality and due process.

3. Accountability and Enforcement

The campaign introduces a more robust sanctioning system for misconduct. Depending on the severity of the offence, penalties may include: - Temporary suspensions and/or permanent bans for repeat offenders. - Mandatory safety training or disciplinary education as a condition for reinstatement. - Financial penalties and community service requirements for teams and clubs that fail to comply with the new guidelines.

These sanctions are being applied under a revised Code of Conduct that was updated in January 2023 to reflect the lessons learned from recent incidents involving violent tackles, high‑impact collisions, and breaches of player safety protocols. The new Code also incorporates clearer definitions of “unsportsmanlike conduct” and “unacceptable aggression.”

Partnerships and Support Structures

World Rugby is not pursuing these changes in isolation. The “Keep Rugby Clean” campaign is backed by a network of partners, including:

• The World Anti‑Doping Agency (WADA), with whom World Rugby has collaborated on a joint briefing series that emphasises the link between doping, injury, and on‑field performance.
• The International Rugby Board (IRB), which has provided research on concussion outcomes and best practices for player safety.
• The Rugby Development Network (RDN), a global coalition of national unions that will help embed the new guidelines into youth and amateur competitions.

The campaign also builds on World Rugby’s ongoing commitment to mental‑health initiatives, such as the “Player Well‑Being” programme. By integrating mental‑health support with physical safety measures, the federation aims to create a holistic approach to player welfare.

Why “Keep Rugby Clean” Matters

The introduction of this campaign comes at a time when rugby’s public image is being tested by a series of high‑profile incidents. In 2022, a series of on‑field clashes involving top international players drew widespread media scrutiny and prompted calls for stricter enforcement. Additionally, a number of national unions faced criticism over alleged inconsistencies in how they handled disciplinary actions.

“Keeping rugby clean is about more than just enforcing rules,” said World Rugby Chief Executive Simon Holtzman in a press release. “It’s about ensuring that every player, from the grassroots level to the world stage, can compete in an environment that values respect, safety, and integrity. That is the only way we can grow the sport responsibly.”

The “Keep Rugby Clean” campaign is expected to have a measurable impact on the sport’s safety record. World Rugby has set an ambitious goal of reducing the incidence of severe injuries by 15 % over the next five years, while also lowering the number of disciplinary cases reported at international competitions.

A Roadmap for the Future

World Rugby’s communication strategy for the campaign includes a phased rollout, with a pilot program launched in select national unions during the 2024 season. These pilots will assess the effectiveness of the digital reporting portal, the clarity of the new Code of Conduct, and the compliance rate with the updated safety protocols.

In addition, the federation will publish an annual “Clean Rugby Report” that details the number of incidents reported, the outcomes of investigations, and the impact of education programs on player behaviour. The report will be made available on the World Rugby website and will serve as a benchmark for the sport’s ongoing efforts to stay clean and safe.

Conclusion

The “Keep Rugby Clean” campaign represents a decisive step by World Rugby to safeguard the integrity and safety of rugby union worldwide. By combining education, transparent reporting, and stringent enforcement, the federation is creating a framework that encourages players, coaches, and fans to champion respect and responsibility on and off the pitch. While challenges remain—particularly in ensuring consistent application across diverse cultures and competition levels—the campaign’s comprehensive approach signals a strong commitment to preserving the sport’s values for future generations.