International Cricket Council chief executive David Richardson says the "public has spoken" on cheating in the game and ball-tampering will not be tolerated.
Richardson referred to the ball-tampering scandal in the South Africa-Australia Test series earlier this year when delivering the MCC Spirit of Cricket Cowdrey Lecture at Lord's.
Australia captain Steve Smith and vice-captain David Warner were given 12-month bans from all international and domestic cricket for their part in the scandal, while batsman Cameron Bancroft was handed a nine-month suspension.
"Cricket's DNA is based on integrity, but we have seen too much behaviour of late that puts that in jeopardy and this has to stop," Richardson said.
"Sledging that amounts to no more than personal abuse, fielders giving send-offs to batsmen who have been dismissed, unnecessary physical contact, players threatening not to play in protest against an umpire's decision and ball-tampering.
"This isn't the version of our game that we want to project to the world.
"The public reaction around the world to the incidents in the recent Australia-South Africa series was an eye-opener.
"The message was loud and clear, cheating is cheating and it's not what we signed up for."
During the third Test against South Africa at Cape Town in March, Bancroft was caught on camera rubbing the ball with what was later discovered to be sandpaper.
Smith said then the the tampering was planned by an unnamed "leadership group" without the knowledge of coach Darren Lehmann, who stood down from his position at the end of the tour.
Richardson also criticised the use of sledging and said the ICC's determination to punish "ugly and personal abuse" was reflected by the introduction of harsher penalties, like being banned from six Test matches and 12 one-day internationals.
The former South Africa wicketkeeper also called for greater diversity in the game, be it new markets or introducing more girls and women to cricket.
"For too long we have ignored the potential of women in cricket and effectively 50 per cent of the population," Richardson said.
"But that is changing significantly and will continue to do so.
"Last summer the ICC Women's World Cup, and particularly the final here at Lord's, showed us the huge opportunity the sport has to attract more women and girls.
"We must remove any barriers to entry based on gender."
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