London, April 1: Premier League Chief Executive Richard Scudamore has warned that any "unacceptable" behaviour by players and managers towards referees will not be tolerated.

"The clubs unanimously backed the idea that at the start of next season we want to raise the bar," The BBC quoted Scudamore, as saying.

The new campaign will target abuse of match officials and unacceptable criticism, in consultation with the Football Association, referees and players'' groups.

The move has come following a number of high-profile incidents this season, including the recent one when Manchester United manager Sir Alex Ferguson had received a five-match touchline ban for his television outburst at referee Martin Atkinson after his side''s 2-1 defeat at Chelsea on March 1.

"I think we do need to concentrate on the player and manager relationship with the referee this time, as every one of us knows that there have been elements of unacceptable behaviour," Scudamore said.

"As to what we think is unacceptable; it''s vitriolic abuse towards match officials and that has on occasions gone unpunished; the surrounding of referees is unacceptable; the goading of referees into trying to get opponents sanctioned we think is unacceptable; and also the undue criticism, where it spills over into questioning the referee''s integrity or his honesty is also unacceptable," he added.

Scudamore also said that the League Managers'' Association has already signalled its support for the campaign. (ANI)