West Coast NGA product turned St Kilda forward Lance Collard has copped the biggest-ever AFL ban for the use of homophobic slurs in a VFL game on Saturday.

According to football journalist Tom Morris, Collard has copped a six-week suspension following an investigation by the AFL’s Integrity Unit after Collard reportedly made multiple comments in a game between Sandringham and Williamstown.

Collard is reported to have made comments to at least two and as many as three Williamstown players and used the term “f*****” as many as 10 times.

It’s the biggest ban handed out for a homophobic slur in what is the fourth such incident to rock the league this season.

Gold Coast’s Wil Powell was suspended for five games for a slur made against Brisbane in May while Port Adelaide forward Jeremy Finlayson was suspended for three games for his Gather Round outburst in April.

North Melbourne coach Alastair Clarkson was fined $20,000 and given a suspended two-game sanction for inappropriate language directed towards Jimmy Webster.

Following Powell’s suspension, AFL general counsel Stephen Meade said the league would not tolerate such behaviour and warned penalties would only get harsher.

“It is extremely disappointing to be dealing with a similar incident in only a matter of weeks,” AFL legal boss Stephen Meade said in May.

“We foreshadowed both publicly and privately that after what transpired at Gather Round if a similar incident was to happen there would be further consequences.

“There could be no clearer message – homophobia has no place in our game, nor in society. We want all people in the community to feel welcomed in our game and comments such as Powell’s only takes away from this. As a code, as a community, we all must be better.”

In a club statement Collard said he was “incredibly remorseful” for his actions and apologised for any hurt he may have caused.

“I’m disappointed in myself and fully accept the consequences for my behaviour,” he said.

“What I did doesn’t represent my values or the values of the club. I have apologised to the Williamstown players who were impacted by my behaviour, and unreservedly reiterate that apology to anyone else my conduct affected.”

St Kilda football boss David Mission said there was “no excuse” for Collard’s behaviour.

“At St Kilda, we have a strong policy of supporting the person but challenging the behaviour. Lance’s behaviour in this instance is totally unacceptable, but we will also be strong in our support and education for Lance,” he said.

“We have met with Lance and made sure he understands the seriousness of the situation and the depths to which comments of this nature can cause harm.

“We have spoken to Pride Cup, a long-term partner of the club, who will continue to support the club and now look to provide additional education to Lance and the rest of our playing group to ensure that this never happens again.”