NRL boss David Gallop has declared 'the biff has no place in the game' after Manly and Melbourne were both fined $50,00 in the aftermath of the 'battle of brookvale' on Friday night.
Five players from each club have also been charged by the NRL match review committee.
Chief protagonists Glenn Stewart and Adam Blair, who traded punches on their way to the sin bin, have been referred straight to the judiciary on Wednesday night.
While Manly have already expressed their 'disappointment' with the fine and hinted at a possible appeal, Gallop says the hefty penalty reflects the damage caused to the image and welfare of the code.
"We need to remind everyone that the episode we saw on Friday night is wrong both for the behaviour in itself and for the image of the game," Gallop said.
"There are many fans, families and commercial partners who will simply walk away unless we send a clear message that what occurred will not be tolerated."
"There is a collective responsibility here that both clubs must share."
"Both clubs need to accept that what happened on Friday night is damaging to rugby league and is disrespectful to those who play and follow the game."
"This isn't a time for anyone to be looking for excuses or deflecting blame to others … both clubs need to face up to their responsibility for the overall behaviour of their players."
"The sight of so many players from both teams fighting, of people running in and leaving the bench area, was a horrendous look for the game."
But while Gallop is convinced the punishment fits the crime, Manly chairman Scott Penn labeled the $50,000 fine 'disappointing' and refused to rule out an appeal.
"The fine to the club is disappointing and we will need to look at seeking external advice on the merit of the fine," Penn said.
"We would not rule out an appeal.
"The club will handle the charges against the players for contrary conduct in the normal manner."
"Glenn Stewart has expressed his remorse at the incident in which he was sent off."
"It has been a tough time for him and his team mates over the past few days but now the charges have been laid we need to calmly examine every issue."
"That will take time but we have a deadline of noon tomorrow and we will take up all that time."
"It is vital to every part our organisation – our sponsors, fans and players – that we acknowledge the seriousness of the incident but ensure the outcome is fair to everyone involved."
Penn expressed confidence in the NRL judiciary but stressed the need for his players to receive a fair trial.
"We believe strongly in ex-players having total understanding of what the current players experience in such a massively promoted and high intensity match like Manly v Melbourne in front of a near capacity 20,000 fans at Brookvale Oval.," Penn said.
"Emotions have run high since last Friday and the comments have been relentless."
"It is essential that there is no pre judging taking place because of intense media speculation."
Meanwhile, Gallop confirmed referees will be instructed that 'where multiple players are being sent off or sin binned, that each player will not be dismissed until the previous player has actually crossed the sideline'.
But he made it clear the officials were not to blame for what occurred on Friday night.