All Black and Black Fern players have launched a programme to stop aggressive behaviour by parents and supporters on the sidelines at youth rugby.
The New Zealand Rugby Union initiative, called Applaud, will give clubs and schools support to educate families and supporters on controlling their behaviour.
At the launch in Auckland on Saturday, All Black Piri Weepu said it was often embarrassing as a child listening to adults shouting from the sidelines.
He said support is great but parents need to be aware of the effects negative comments have on children.
Brent Anderson of the NZRU said some children playing Small Blacks (under 13) rugby often felt under pressure and embarrassed by parents and supporters on the sideline.