AFL CEO Gillon McLachlan has endorsed the Richmond players' decision to boycott Triple M this weekend but has questioned the radio station's lack of action following comments made on air last week.

Collingwood president Eddie McGuire, North Melbourne chairman James Brayshaw and part-time St Kilda coach Danny Frawley have all apologised this week for joking during a radio segment about drowning senior Fairfax journalist Caroline Wilson ahead of the Big Freeze at the MCG on Queen's Birthday.

The League responded to the comments earlier this week but has not imposed any sanction on the trio, which has led to a range of reactions across the football industry, including Richmond's call to avoid talking to the broadcaster this weekend.

McLachlan supported the Tigers’ move to ignore the radio rights holder during the club's clash with the Brisbane Lions on Saturday, and questioned why the station was yet to make a statement on its presenters' comments. 

"That's their (the players') voice. This is what happens when you give the opportunity for issues like this to be talked about and for people to take positions," the AFL chief executive said on Wednesday. 

"With respect to Triple M, I do think it's odd that their management hasn't taken a position. But we'll see."

The radio station belatedly apologised on Wednesday afternoon, releasing a statement saying it would donate its on-field digital signage space from this weekend's games to anti violence against women charity White Ribbon as it looks to make amends.

McLachlan said the players had the right to avoid Triple M.

"Part of it is pretty liberating to see people making stands across our industry and young, progressive voices coming out through the playing group and different voices," he said.

"That's the power of our game. The decision we made is up for debate and people are debating it. But our game has been really clear about where it stands and why it thinks it's unacceptable."

It has been a controversial week for the competition, with Kangaroos coach Brad Scott fined $30,000 and his club forced to pay $50,000 for Scott's comments questioning the umpires' integrity. 

McLachlan said there was a "distinct" difference between fining North Melbourne and McGuire avoiding a sanction. 

"There are specific rules around commenting on umpires and others. With respect to Eddie and his issues, which are a different issue, there are three things I'd say," McLachlan said.

"It is questionable whether we have the ability to make a fine or decisions around Eddie. That's debatable, and we're not his employer in this situation. But it was still clear advice to me, and my view that an apology was appropriate in this circumstance. 

"Part of that advice was that a fine is not the panacea here. It doesn't just put a bow around it and make it better. The conversation we wanted to have (is) shining a light around this, and calling out the fact it was clearly unacceptable.

"I think it's been an extraordinarily positive couple of days on the back of that. That's clearly the reason why we landed where we landed."