Five-eighth Brett Seymour has been sacked as Cronulla's new get-tough policy on player misbehaviour claimed its first victim on Wednesday.
The troubled pivot was axed following an alcohol-related incident last Sunday.
The breach follows the two-match suspension imposed on Seymour earlier this year after he was filmed falling down drunk in a Cronulla street.
While the latest incident was not considered at the high-end of offences, Sharks officials acting swiftly and decisively following a string of off-field controversies this season.
"The club has considered all aspects and ramifications for both the game, Brett and the Sharks," CEO Richard Fisk said.
"It is important that a clear message is sent to all that the Sharks have strict rules and codes of conduct and that they must be adhered to, not just by the players but by all at our club."
"We have worked with Brett both internally and with counselling support and unfortunately those efforts have not been embraced."
"The Sharks have gone through a difficult period and it is important for us to ensure that our brand is protected, the fans and corporate sponsors respect our club and most of all, the Sharks are considered an appealing vehicle for young footballers to aspire to play for."
The decision to release Seymour, who was sacked from his previous club Brisbane for off-field misbehaviour, was backed by the NRL.
"The Sharks have continued to make strong statements about the standards they expect and I think they deserve to be commended for that stance," CEO David Gallop said.
"There is certainly some sympathy for the plight of the player who clearly has some ongoing issues and we are assured that there will be ongoing support for him."
"But it is also in the interests of the image of every player in the game and every club that there are some clear boundaries."
Gallop also revealed 24-year-old Seymour was unlikely to be registered by the NRL should another club wish to pick him up.
"The NRL would need to be convinced that it was in both the player’s best interests and the game’s best interests that he move to another club and our current view is that Brett would not be accepted for registration for some time," Gallop said.
"There have been a number of players who have proven that they can benefit from another chance but clubs need to accept that they take on a huge responsibility in this area."
Meanwhile in other Sharks news, long-serving Chairman Barry Piece resigned his role at the club to be replaced by Damian Irvine.
Irvine was recently elected to the Sharks board as Vice-Chairman by its members.