AFL CEO Gillon McLachlan has demanded individuals be held to account for unacceptable crowd behaviour, but has ruled out supporter segregation in the wake of Saturday night's ugly brawl at GMHBA Stadium.

Up to a dozen supporters of Geelong and Melbourne clashed after a verbal attack in the minutes after Zach Tuohy sealed the game for the Cats with an after-the-siren goal.

Frightening footage showed supporters exchanging punches and kicks for nearly a minute in the standing-only terrace before security arrived.

A man is assisting authorities with their investigations into the fight, having recognised himself in social media footage of the brawl.

A police spokesman said the man "voluntarily presented himself to his local police station after identifying himself in the footage of the brawl.

"His involvement in the incident is still to be determined and the investigation remains ongoing."

A furious McLachlan said individuals needed to be dealt with in a harsher manner, rather than punishing the majority of supporters by introducing designated seating areas.

"The issue here is individual accountability, idiotic crazy behaviour, and they need to be held to account," McLachlan told Triple M on Monday morning.

"We pay a lot of money for security … and the police need to be prosecuting these guys and holding them to account.

"We have seven million people go to our game and we'll have that about this year, everyone gets on famously.

"It's part of our game, sit with opposition supporters and do it the right way and have a great time, and I'm incredibly proud generally about how we can have such a highly supported, passionate game where people can go with supporters of the opposition.

"Segregation is not happening."

It's not the first time violence has marred a game this season, with incidents at Etihad Stadium, the MCG and Adelaide Oval, while a man was glassed at GMHBA Stadium in round 10.

McLachlan conceded alcohol usually influenced poor crowd behaviour but stressed that was no excuse.

"There has to be sanctions and accountability," he said.

"Everyone's solutions come up with punish the majority, which is not what should happen, like segregation.

"Accountability is the critical part and whether that is they're members and they're banned or banned from venues or actually police charging them with assault, whatever it is will play out over the coming days but that's what needs to happen here."

Melbourne chairman Glen Bartlett said it was sad to see rival fans turn to violence at games and has called for such behaviour to be stamped out.

"It is unacceptable and it is not what your club stands for, what the AFL stands for," he told 3AW on Monday.

"It is a sad thing to see and we want to stamp it out.

"It is about people being really responsible, and if people are being too drunk to be there, security taking action."

Geelong is reviewing the incident to determine if any action needs to be taken by the club.

"Football is an inclusive sport and every supporter that attends a game should be able to do so in a safe and enjoyable environment," the Cats said in a statement after the game.

The incident has ignited debate over segregating rival supporters at games in a bid to reduce violence.

"We will look at all measures in full and if we find that separating sections of the crowd during games will make things safer, then so be it," Kardinia Park Stadium Trust chief executive Michael Brown said.

However, Bartlett said opposing supporters sitting side by side was a great aspect of the game, and that it would be a "very sad day" if segregation occurred, comments mirrored by former Melbourne skipper Garry Lyon.