Victoria's acting top cop has joined the condemnation of Eddie McGuire saying the Collingwood president's controversial drowning comments contributed to gender inequality and violence.
Acting chief commissioner Shane Patton on Thursday said McGuire's disparaging remarks about journalist Caroline Wilson were "terrible".
"The language used on this occasion by those involved was insensitive, it was inappropriate, it wasn't respectful," Mr Patton told 3AW.
"We know the normalisation of language like this in society contributes to gender inequality and also violence.
"We know the use of gendered language is demeaning to women."
Mr Patton said it was irrelevant that McGuire may not have intended any harm.
"The fact of the matter is that it was said."
Deputy Commissioner Wendy Steendam previously warned officers - in an internal memo - that the on-air comments by McGuire, North Melbourne chairman James Brayshaw and fellow commentator Danny Frawley shouldn't be taken lightly given Victoria Police's own fight against sexism.
A Victorian Equal Opportunity and Human Rights Commission report in late 2015 found a high prevalence and tolerance of sexual harassment within the force.
"I do agree with her," Mr Patton said on Thursday when asked about Ms Steendam's memo.
"Our organisation is on a cultural journey at the moment to try and rectify our own internal issues.
"We felt it was an appropriate opportunity to speak within our organisation and actually see what we can learn."
Ms Steendam's note, provided to AAP, said the conversation between McGuire and his fellow commentators was an "example of where humiliation and a lack of respect are played out in public ... where a group of men laughing about drowning a female colleague, along with other name calling, is somehow framed as a 'joke'."
McGuire, Brayshaw and Frawley all took shots at Wilson in a conversation on Triple M before the Queen's Birthday match between Collingwood and Melbourne.
The Magpies president led the charge saying he would donate $50,000 if Wilson stayed under water in a charity ice pool while others "bombed" her.
