Brighton & Hove Albion and Sussex Police are urging fans to download the upgraded Kick It Out reporting app and to use it to report any anti-social behaviour they may witness at matches.
The club updated its ticketing terms and conditions for the 2015/16 season to cover the conduct of supporters at matches and events, when travelling to and from games, and on social media.
Albion head of safety Adrian Morris commented, "Unfortunately a small number of our supporters' behaviour at Southend and Fulham last week was not befitting to the name of Brighton & Hove Albion.
"The homophobic and sexist abuse that has been reported to us at Southend - along with the anti-social behaviour at Fulham - will be fully investigated, and we will be taking action against any individuals found guilty of abusive or anti-social behaviour.
"We would remind all of our supporters that we simply will not tolerate anti-social or abusive language or behaviour, towards players, staff, stewards, officials or other supporters, at any of our home and away matches, when travelling to matches or on social media.
"We also want fans to report any instance of abusive behaviour, preferably at the time, which makes it much easier for the appropriate action to be taken by police and stewards. The message is quite clear, we will not tolerate abusive behaviour at Albion matches."
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The new-look app gives users with the ability to confidentially report incidents they may see, hear or witness at a match; and attach video, photo and audio evidence to help support investigations into discriminatory abuse and behaviour across football.
The updated app focuses on gathering more conclusive evidence for investigations with new functionality allowing media to be attached to reports. A very significant new addition to the app is the option to report incidents of football-related hate crime on social media platforms.
This comes after Kick It Out revealed 50% of complaints it received for the 2013/14 season related to social media abuse, and research commissioned by the organisation in April 2015 also estimated an abusive post was directed at a Premier League player or club once every 2.6 minutes.
The new version of the app also allows complainants to shield their identifying information from professional clubs and the football authorities by clicking the ‘remain anonymous’ button contained within the reporting form. Women’s Super League clubs have also been included in this version.
Steps have also been taken to make reporting grassroots and non-league incidents more user-friendly. Selecting grassroots and non-league comes at the very top of the reporting form and there are now less entry fields making complaints clearer and more concise.
Anna Jonsson, reporting officer for Kick It Out, said, "The updated version of the Kick It Out app allows complainants to provide us with a greater level of evidence to support investigations through the use of video, photos and audio.
"We have seen the app become one of the most prominent and popular mechanisms used to report incidents since its release in 2013, and took the decision last year to strengthen its level of functionality.
"We have particularly seen the use of video evidence play a key role in highlighting discriminatory behaviour and it is important we give complainants the opportunity to bring this to our attention if they have the footage recorded.
"With the constant advances we are seeing in technology, it is important we make sure the app reflects these developments as we look to ensure appropriate action is taken against perpetrators in as many cases as we can.
"The concern over escalating levels of football-related hate crime on social media platforms has been taken into account and we have developed a special form within the app which allows users to attach screenshots of the abuse.
"We know incidents at grassroots level go under-reported and we want the app to empower people participating at that level – building confidence is crucial and all users have the ability to remain anonymous when filing a complaint."
The free Kick It Out app can be downloaded NOW from Google Play and the App Store.
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