England has been fined for its response to the haka before last Saturday's Rugby World Cup semi-final victory over New Zealand in Yokohama.

Key points: England was handed an undisclosed fine for advancing "beyond the halfway line" when the All Blacks performed the haka

England was handed an undisclosed fine for advancing "beyond the halfway line" when the All Blacks performed the haka World Rugby dished out the punishment despite its social media channels excitedly promoting England's response

World Rugby dished out the punishment despite its social media channels excitedly promoting England's response English media figures have labelled the decision "pathetic" and described World Rugby as a "joke"

The England squad fanned out across the pitch in a V-formation as the All Blacks delivered their traditional challenge, with several English players who crossed the halfway line standing their ground when match officials tried to usher them back.

World Rugby regulations stipulate opponents must not cross the halfway line while the haka is being performed. It did not disclose the size of the fine, which is to be donated to charity.

"England have been fined for a breach of World Cup tournament rules relating to cultural challenges, which states that no players from the team receiving the challenge may advance beyond the halfway line," World Rugby said in a statement.

"This is in line with the protocol which operates globally across the international game."

England players watch the All Blacks perform their haka before the Yokohama semi-final. ( AP )

The fine comes as a minor distraction for England ahead of next Saturday's World Cup final against South Africa at the same venue in Yokohama where it ended the All Blacks' campaign to the tune of 19-7.

Asked about England's actions after the match, captain Owen Farrell — who smirked at the All Blacks players during the haka — said: "We didn't just want to stand in a flat line and let them come at us."

Not surprisingly, World Rugby's punishment was met with criticism in England.

England skipper Owen Farrell gives his reaction to the All Blacks' haka. ( Twitter: Rugby World Cup )

High-profile media personality Piers Morgan labelled the decision "pathetic", while rugby journalist Neil Fissler described World Rugby as a "joke".

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World Rugby sending mixed signals

World Rugby's decision to fine England is seemingly at odds with the reaction of its social media team.

Its YouTube video of the incident, titled "England's incredible response to intense New Zealand haka", includes a commentator saying "you want box office? You've got it", and it has attracted more than 4 million views.

World Rugby's Twitter account also excitedly promoted England's reaction to the haka with several tweets during and after the semi-final.

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It is not the first time a team has been sanctioned for its reaction to the haka at a Rugby World Cup.

France was fined almost $5,000 when its players also advanced on the haka before the 2011 final against the All Blacks at Auckland's Eden Park.

Meanwhile, a New Zealand Herald journalist has suggested the All Blacks stop performing the haka in the wake of their loss to England.

Chris Rattue has written a column arguing the All Blacks' concentration was affected by the haka and it was "a ridiculous way to prepare when emotions can be easily overcharged anyway".

"It is time to consider letting the haka go or placing it somewhere else, in the name of winning," Rattue wrote.

ABC/Reuters