Fairfax journalist Caroline Wilson says Eddie McGuire has not learned from his past mistakes, and was likely dragged "kicking and screaming" to apologise for his drowning comments.

Key points: McGuire quipped on radio about the prospect of Wilson drowning during fundraiser

McGuire quipped on radio about the prospect of Wilson drowning during fundraiser McGuire apologises, palms off comments as "banter"

McGuire apologises, palms off comments as "banter" AFL chief executive says apology is sufficient

AFL chief executive says apology is sufficient 'I don't accept that it's jokey or banter', Wilson writes

Last Monday, McGuire, North Melbourne president James Brayshaw and former AFL star Danny Frawley, quipped on radio about the prospect of Wilson drowning during the Big Freeze at the MCG — a fundraiser for motor neurone disease.

"I'll put in 10 grand straight away, make it 20. And if she stays under, 50. What do you reckon guys?" McGuire said.

McGuire has since apologised and played down the conversations as "banter", while also pledging to make a personal contribution to the Luke Batty Foundation.

"No person should ever feel uneasy or threatened in football's family, and for that I am deeply sorry and apologise unreservedly to Caroline for putting her in the position," McGuire said in a video apology on the Collingwood website.

"I'm really disappointed I made remarks that are at odds with my views on the place of women in modern Australia."

But speaking to 774 ABC Melbourne, Wilson said she believed McGuire was forced to apologise.

"I think he had to be dragged into that point kicking and screaming — I think he had to have a couple of goes at it," she told Drive host Rafael Epstein.

"He was, I believe, pressured to do so and I believe that he is not really sorry personally to me, but at least he's sorry that he used that language and I think that's a start."

AFL chief executive Gillon McLachlan condemned the comments, but said an apology was sufficient and did not outline any punishment.

Wilson said while it took some time for the AFL to respond to the comments, the backlash was a sign of changing times.

"I think it's good that people are saying this sort of language is unacceptable," she said.

"I've had these rather nasty attacks levelled at me before, including by Eddie McGuire, and not had this response. So that tells me things have changed."

'I don't think he gets it'

Sorry, this video has expired Eddie McGuire's 'banter' about journalist Caroline Wilson.

But Wilson said McGuire appeared to have not yet learned from his mistakes.

In 2013, the Channel Nine star came under fire for suggesting Indigenous Sydney Swans player Adam Goodes should be used to promote the musical King Kong.

"What is the same is Eddie's response — the default position is initial denial," she said.

"I remember after he made those Adam Goodes comments, by the end of the day he was a champion of Indigenous rights.

"And at the end of today he was a champion of women's rights … I don't think he gets it, I really don't think he gets it."

In her written commentary in The Age, Wilson said she did not view the "vile" remarks as "banter".

"It took me back to the old days of The Footy Show when the former host and Collingwood president would line me up in an occasionally vile and foul-mouthed way and enlist his colleagues in a series of sexist gang tackles," she wrote.

"This sort of sexist nonsense has long been an acceptable part of his occasionally violent vernacular but I don't accept that it's jokey or banter," she added.

She said McGuire had earned his power and influence but: "somewhere along the line, bullying got him his way and too often he still runs with it".

Bishop says silly remarks distract public from real issues

While some Coalition frontbenchers criticised McGuire over the comments, Deputy Liberal leader Julie Bishop said people should not take offence at every "silly remark" people make.

"I think it should be put in context and people could be a little more robust in some of the commentary," Ms Bishop said.

"If we're going to take offence at every silly, offhand remark or attempt at humour, then we're not focusing on the really important issues of the day."

The ALP has taken a more aggressive stance.

Frontbencher Tanya Plibersek said the comments reminded her of a medieval witch dunking and Penny Wong called on the AFL to take action.

Labor leader Bill Shorten was due to be interviewed by McGuire tomorrow, but has now pulled out.

Comments come days after Our Watch commitment

On Friday, the AFL signed an agreement with Our Watch, promising to do more to promote women and stamp out attitudes which lead to violence.

Our Watch chief executive Mary Barry said the apologies from McGuire, Brayshaw and Frawley were a start, but she wanted to see the AFL's commitment "turned into action".

"Bantering and joking about sexism and violence against women is not acceptable. It is totally unacceptable from anybody, but particularly from high-profile media personalities," she said.

"We're on a long journey. We're not going to change these attitudes and this culture overnight. It's very much ingrained in society — not just in our sporting clubs, but in everything we do."

Frawley apologised earlier today, while Brayshaw said this afternoon the remarks were "inappropriate" and "unacceptable".

"I offer my sincere, unreserved and unqualified apology," he told Triple M.

"Respect for women and their role in football, and indeed in our society is of vital importance, and as leaders we need to be very aware of this."