to me it starts with the coach he is the one who leads by example,and then to the vets,capt,s of the team ect.when a player violates the conduct policy he is fined on up to being suspended.a coach shouldnt be any diffrent.maybe a little harsher because he is the coach,and is suppose to lead by example.

http://profootballtalk.nbcsports.com/2009/08/19/league-in-a-tough-spot-with-cable-case/