Hockey NL Leads the Country in Implementing New Maltreatment Policy and Province-Wide Respect Campaign

Building upon previous maltreatment and equity work, and in response to increasing incidents of maltreatment within the province’s hockey community, Hockey NL is implementing a comprehensive, province-wide policy that applies to players, parents, coaches, officials, volunteers, and spectators. Expanding on Hockey Canada’s Maltreatment Policy and recently published maltreatment report on November 19, 2025, this initiative positions Hockey NL as a national leader in confronting harmful behaviour both in the arena and online. The policy and its implementation reflect Hockey NL’s commitment to fostering a safe, fun, and inclusive environment centered on a respectful and development-focused hockey environment grounded in zero tolerance for maltreatment, harassment, or bullying.

To support the rollout of the new policy, Hockey NL partnered with BUSI 4215 Marketing Communications class at Memorial University’s Faculty of Business Administration to develop a student-led creative and impactful campaign that addresses ongoing behavioural concerns. The class came together as a team, producing six recommendations, all of which were unanimously accepted by the Hockey NL Board. The result is a campaign titled “Respect Lives Here,” inspired by provincial pride and designed to unite the hockey community around a shared commitment to respect. This tagline will be integrated across all campaign materials, including posters, social media content, personal testimonials, and website updates, to ensure consistent and memorable messaging – all designed to have a continued impact.

The new Social Media and Behaviour Policy sets clear behavioural expectations for everyone involved in the hockey community and establishes a zero-tolerance approach to harassment, bullying, discrimination,

intimidation, verbal abuse, and harmful online behaviour. It introduces a transparent disciplinary system in which minor or first-time incidents may result in warnings, while repeated or more serious misconduct can lead to suspensions. Severe cases, such as threats or discriminatory actions, may result in indefinite suspension and referral to Hockey NL or law enforcement. By defining expectations and consequences clearly, the policy promotes consistent accountability and supports a safer, more respectful environment across all Hockey NL members and associations.

The policy will be rolled out through a phased approach using the six actionable recommendations provided by the Marketing Communications students to ensure clarity and consistency across the province. In the coming months, Hockey NL will launch the first wave of communications, including a social media campaign, poster rollout, and personal testimonial series, supported by website updates that prominently feature the policy. Early 2026 will see the introduction of a digital complaint form and broader website improvements to enhance accessibility and transparency. Longer-term initiatives will follow, including tools designed to track negative behaviour and reward positive conduct across the province. This phased rollout ensures the policy is communicated effectively, supported by new resources, and strengthened through ongoing community engagement.

Together, these initiatives mark a significant step forward in strengthening safety, respect, and accountability within Newfoundland and Labrador’s hockey community. By introducing clearer expectations, modern reporting tools, and a unified message built around positive culture, Hockey NL is reaffirming its commitment to protecting the game and the people who make it possible. Hockey NL encourages all members, players, parents, coaches, officials, spectators, and volunteers, to join in supporting this effort and helping ensure that respect truly lives here.