EDDIE McGuire has denied reports the AFL told him to "apologise or resign" as Collingwood president for disparaging a female journalist during a radio segment.

McGuire and North Melbourne president James Brayshaw joked with fellow commentator and All Australian selector Danny Frawley during a radio segment about drowning senior Fairfax journalist Caroline Wilson ahead of the Big Freeze at the G on Queen's Birthday.

McGuire stopped short of apologising on his Triple M breakfast radio program on Monday morning, saying the segment had been intended as "banter".

But he acknowledged his comments had been unacceptable given they could be "perceived to promulgate domestic violence".

McGuire's comments were 'vicious', says Wilson

"Anything that's seen to promulgate or to support, even in a light-hearted manner, any form of domestic violence is unacceptable," McGuire said.

"It was the least of anyone's intentions, in fact it didn't even cross anyone's mind. The day, the Big Freeze at the 'G, was based on good humour, sledging each other, tomfoolery.

"The whole thing was about having fun at Gill (McLachlan's) expense, at my expense, at everyone's expense. Neale Daniher did the gag with me saying that we're going to get extra people to push you down and everyone's hoping you're not going to get out of the water.

"That's where it was … the fun and stupidity of what we were all doing and raising the money. It was clearly banter.

"But on White Ribbon Day we have to be ever vigilant in stamping out anything that can be misconstrued one iota to support the abhorrent act of domestic violence."

The AFL last night released a statement, saying the conversation between the Triple M radio team regarding the journalist "could be seen to be supporting violent attitudes or actions against women".

The statement criticised both McGuire and Brayshaw for referencing "senior Fairfax Media journalist Caroline Wilson in a disparaging manner".

According to the statement: "Mr McLachlan said the AFL had expressed the strong view to both club presidents, and All Australian selector Danny Frawley who was also part of the discussion, that although seeking to be light-hearted, the language and tenor of the wording could be seen to be supporting violent attitudes or actions against women, and was therefore clearly not appropriate.

"All parties have told the AFL this evening they will address their comments within the next 24 hours."

Eddie McGuire comes up for air after his Big Freeze dunking. Picture: AFL Media

Discussing next year’s Big Freeze at the 'G, where celebrities slide down into ice water to raise money for motor neurone disease, McGuire said: "In fact I reckon we should start the campaign for a one-person slide next year. Caroline Wilson. And I'll put in 10 grand straight away — make it 20. And, if she stays under, 50.

"What do you reckon guys? Who else is up there? I know you’re in JB [James Brayshaw]?"

Brayshaw replied: "No, yep, straight in."

Frawley then interjected "I'll be in amongst it Ed" before later joking, "I'll actually jump in and make sure she doesn't - I'll hold her under, Ed."

The exchange on Triple M radio took place last Monday before the round 12 match between Melbourne and Collingwood at the MCG but only came to light yesterday after a transcript emerged on social media.

A North Melbourne spokesman said Brayshaw would address the furore on his afternoon radio show today.

Frawley last night apologised on Fox Footy.

"Last Monday, on radio I made a couple of insensitive, inappropriate remarks about Caroline Wilson. Clearly it was a poor attempt at humour, for which I sincerely apologise," he said.

"So, we'll just leave it at that. As I said, it was a poor attempt at humour and it didn’t go down that way."

The St Kilda Football Club, where Frawley is a specialist defensive coach, slammed the comments.

"The comments were completely inappropriate, cringe-worthy and could barely be in more contrast with our club values," St Kilda said in a statement to SEN.

"We called Danny as soon as we learned about the comments to express our views and will meet with him again during the week to discuss how harmful these comments are. We understand Danny has publicly apologised and regrets his comments."

McGuire is understood to have sent a text message to Wilson yesterday.

The furore comes just days after the AFL announced the formation of the new AFL women’s league, which will be launched next year.

Collingwood was one of eight teams to get a licence. The AFL also announced on Friday it had signed up to the Our Watch campaign, which aims to stamp out violence against women.

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