From discrimination and racism to bullying and intimidation, Ajax has observed that online norms are increasingly deteriorating. The danger is that this could amplify the impact of social hate on future generations. Children see these messages and may come to believe that this behaviour is normal, raising the level of acceptance for such harmful conduct among young people.
That is why the Amsterdam-based club is again taking action by introducing social behaviour rules. In this code of conduct, Ajax explicitly states what will and will not be tolerated – including a commitment to act against misconduct on the club’s channels. It is a zero-tolerance approach to social hate.
Go to code of conduct
Additionally, the Online Masters lesson module, developed by Ajax in collaboration with Ziggo and Ajax players, aims to contribute to an online environment where young people become more aware of their online behaviour and its effects.
AI tool for enforcement, special match shirt Ajax - NAC
To uphold the code of conduct, Ajax is implementing an advanced AI tool that detects and hides hate messages. In their match against NAC, Ajax will wear a special match shirt where the Ziggo logo is replaced with the message ‘Silence Social Hate’.
About Online Masters
The Online Masters education programme helps young people develop essential digital skills. It includes interactive modules on online safety, AI, digital balance, and media literacy. Teachers can easily implement the free lessons, which align with the objectives of the Digital Literacy curriculum.
Ziggo is committed to creating an online environment where everyone can use technology safely and competently. The Silence Social Hate campaign, launched by partner Ajax, contributes to this mission. Ziggo has collaborated with Ajax and the Vodafone Foundation to update the Online Masters lesson '(a)Social', in which students discuss social hate. They explore when comments are still 'fun', when they cross the line, and what impact negative messages on social media can have.
Watch the Online Masters teaching module with Kian Fitz-Jim and Regina van Eijk here.
