AFL boss Gillon McLachlan has apologised to footy fans following mounting allegations of intimidation at the hands of match-day security staff.

The apology follows a talk-back radio and social media firestorm over perceptions security has gone too far in efforts to curb obnoxious behaviour at games.

Mr McLachlan was quoted by News Corp as saying that he was "hurt" fans were feeling intimidated.

“I’m sorry they are feeling intimidated," he said. "If people are feeling threatened we obviously will listen ... I’m appalled."