AFL fans are outraged at "behavioural awareness officers" patrolling the crowd at Friday night's game between Essendon and Hawthorn, but Marvel Stadium says they've been in place all year.

It follows the ejection of a supporter who allegedly ran towards umpire Mathew Nicholls while calling him a "bald-headed flog"at half-time of the Carlton-Brisbane Lions match last Saturday.

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People have taken to social media to complain after a photo was shared showing two AIG Security guards wearing vests labelled "Behavioural Awareness Officer".

Essendon Football Club recruiting consultant and former AFL coach Robert Shaw tweeted a photo of the officers with: "40 years in the game and played, coached and spectated at some inhospitable (wonderful) rival grounds. This is a first for me. Have we really got to this? So sad if we have."