Whilst I disagree whole-heartedly with Richards earlier comment, I do think that footballs governing body needs to toughen up on this.
It would take time (and a lot of spoilt games due to sending players off) to rid the game of this deeply rooted, whiny culture which encourages otherwise gifted athletes to behave like pack animals around the hapless referee.
This, along with some dreadful play-acting, sends awful messages to young fans who take it with them to the parks on Sunday morning.

Give the referee some real teeth, announce the changes well in advance and force every professional player to attend a rugby match to witness how it does work.

It can be a beautiful game.