Essendon managing director Peter Jackson has slammed emerging Bombers star Michael Hurley for allegedly assaulting a taxi driver on Friday morning.

Hurley was subsequently placed in police custody because of the incident which saw him allegedly kick and punch a taxi driver in Richmond.

Hurley has not been charged as yet but Victoria Police are still investigating the matter.

"We are extremely disappointed that Michael was out so late and that he put himself in a situation where an incident occurred," Jackson said.

"He started drinking at the Grand Final Footy Show after-party and by night's end he had clearly had too much to drink."

"As a club we work with our players to help them make good choices - and the vast majority do - so it is disappointing and unacceptable that this situation has occurred."

"We also run a number of community programs where our players work with young people to educate them about the dangers associated with binge drinking."

"We are treating the matter very seriously and will take appropriate action once the details are clear."

"The club will continue speaking with Michael and he will assist police anyway he can."

Hurley is regarded as one of the brightest young prospects in the AFL having impressed greatly in 10 games this season.

A key position player at both ends of ground, Hurley kicked four goals in the dramatic Round 22 win over Hawthorn while he was praised for his work in the Bombers' undermanned defence during his debut season.

It marks another low point for the AFL during a Grand Final week which has been dominated by Brendon Fevola's drunken antics at the Brownlow.

AFL chief Andrew Demetriou told Fairfax Radio the behaviour of Fevola was a blow to the work of all the AFL players who had come out against drunken violence in the recent Just Think campaign.

"Particulary on the back of our eight captains coming out in that (Just Think) campaign. Our players in the main have been really, really responsible, and they have been out there talking about drinking responsibly," Demetriou said.

"It was a foolish thing that he undertook. It's distracted Grand Final week and we've been talking too much about Brendon Fevola this week. I don't want it to be a reflection of our player group because in the main they have been very good and very responsible."

Fevola was due to appear in the pre-Grand Final parade at the MCG on Saturday as this year's Coleman Medalist but Demetriou and the Carlton spearhead have since agreed that it wouldn't be appropriate now.