Bailey Smith, Social Media, and the AFL’s Drug Dilemma: A Wake-Up Call for Australian Sport

In recent weeks, the AFL has found itself at the centre of a growing storm, one that touches on the intersection of sport, social responsibility, and the influence of professional sporting role models on young Australians. At the heart of this controversy is Geelong Cats midfielder Bailey Smith, whose now-deleted Instagram comment referencing “nose beers” (a slang term for cocaine) has reignited debate over the AFL’s drug policy and the role of athletes as role models.

Bailey Smith's comment via Instagram has since been deleted. Photo credit - news.com.au

The comment, made in response to a fan asking if he had celebrated a win with drugs, read: “Na bro, after the flag maybe tho.” Smith later clarified that he was “taking the piss” and expressed affection for his sponsors, but the damage was already done.

The AFL’s reaction was swift but arguably soft. CEO Andrew Dillon confirmed the league was in contact with Geelong and Smith, stating, “We wouldn’t want to see it again.” While the league is currently reviewing its Illicit Drugs Policy, the lack of a firm stance in this instance has raised eyebrows. Critics argue that a mere warning sends the wrong message at a time when drug use is a significant societal issue, particularly among young Australians. Recent data from the Alcohol and Drug Foundation confirmed that 35% of males aged 18-24 reported use of illicit drugs in the past 12 months.

The AFL Players Association (AFLPA), meanwhile, offered a more lenient perspective. Outgoing CEO Paul Marsh defended Smith’s right to express personality, calling him “a breath of fresh air” and suggesting the comment was “tongue in cheek.” This response, while perhaps well-intentioned, risks trivialising the broader implications of such public statements.

AFL great Nick Riewoldt added his thoughts on the matter and was quick to suggest that the AFL and AFLPA must make a stand and be far more transparent and stricter when it comes to the sports drug code.

"The AFLPA essentially protects and condones players taking ‘nose beers’ — cocaine — under the current drug policy. There are so many loopholes in it. Until we get a stricter drug policy that comes down harder — particularly on players who take drugs recreationally, not because they have a problem — then spare me the fake outrage over social media posts."

The AFL and AFLPA have been in the headlines for all the wrong reasons.

Adding to the controversy, Geelong coach Chris Scott publicly defended Smith, stating that the midfielder’s comment was clearly a joke and that the backlash was overblown. Scott said, “It was clearly a joke. I think it’s a bit of a beat-up to be honest.” While loyalty to players is understandable, Scott’s stance is deeply problematic given the broader context.

This is the same Bailey Smith who was previously suspended for two matches in 2022 after admitting to using an illicit substance. That history makes the recent comment even more concerning, and Scott’s defense even more tone-deaf.

In a society where drug abuse continues to devastate families and communities, especially among youth, public figures must be held to a higher standard. Jokes about drug use, particularly from someone with a known history, should not be brushed aside. Scott’s comments risk reinforcing a culture of minimisation around drug-related issues, at a time when strong leadership and accountability are desperately needed.

This isn’t just about one player or one comment. It’s about the ripple effect that public figures, especially athletes idolised by youth, can have on societal norms and behaviours. In a country grappling with the devastating effects of drug abuse, casual references to illicit substances on social media are not just inappropriate, they’re dangerous.

Bailey Smith is not just a footballer; he’s a brand, a role model, and a public figure whose actions are scrutinised and often emulated. When a player jokes about drug use, even in jest, it risks normalising behaviour that can have life-altering consequences for impressionable fans.

Bailey Smith has made an immediate impact with Geelong. Photo credit - Getty.

The AFL and AFLPA must recognise the gravity of this moment. It’s not enough to issue warnings or downplay incidents as personality quirks. What’s needed is action, a unified stance that reinforces the responsibility athletes have as role models.

This is not about censorship, it’s about accountability. It’s about ensuring that the pedestal we place athletes on comes with a duty of care to the communities they influence.

Bailey Smith’s comment may have been a joke, but the conversation it sparked is no laughing matter. The AFL has an opportunity, in fact, a responsibility to lead by example. In a time when young Australians are facing unprecedented challenges related to mental health and substance abuse, the messages they receive from their heroes matter more than ever.

It’s time for the AFL to take a stand—not just for the integrity of the game, but for the wellbeing of the next generation.