where has fair-play and respect gone to?

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i noticed that in the 1990s where football was at its prime, players respect each other and they played the game fairly. for example, Robbie Fowler refused to score a penalty which was unfairly given. now though players just dive and then score the free-kicks given from the dive. FIFA tried to amend his by introducing the RESPECT programme but players still do not change. this problem is not not only in football, i think other sports like rugby and basketball are affected too. try sharing your thoughts on why is fair-play gone and how important is it. you may also want to add in a few ideas on how to improve the situation.