MARK Allen will face disciplinary action for calling Cao Yupeng a "cheat" following his 10-6 first-round defeat at this year's Betfred.com World Championship.

The Northern Irishman could even be banned from the sport as Barry Hearn, the chairman of World Snooker, is determined to punish him severely for what he described as "stupid" remarks.

Allen is already in trouble this season for having called Chinese people "ignorant" and saying that he thought the World Open tournament in Beijing was "horrendous" and "stinks". He went on to win that event in the Far East – it was his first ranking title – but Hearn has warned that any player stepping out of line is jeopardising their future in the sport.

"This is zero tolerance," said Hearn, who came in for criticism from some players last year. "The players will be well-advised to listen to my words. It's a question of how far do we [have to] go so the players understand their responsibility to the game?

"The normal rules of law apply; it's a fine, a potential suspension or a ban. Now is a very good time to be a snooker player; it's not a good time to be an idiot."

Mark Williams, the two-time former world champion from Wales, branded the famous Crucible Theatre in Sheffield at as a "sh**hole" on the eve of the sport's most important tournament. He, too, is likely to be fined for his remarks, although Allen's track record means his punishment may be greater.

"Mark Allen's and Mark Williams' remarks are unacceptable to World Snooker and as such both players will face disciplinary action," said Hearn. "It's time these people learn. We have the power to do anything, as long as we acted reasonably.

"If these comments look likely to bring the game of snooker into disrepute, and to be in breach of the players' contract, then the sternest disciplinary action will be taken about both players.

"It's time for players to understand. Prize money has more than doubled in two years and that comes at a price; it's called professionalism. Any player who decides to ignore the player's contract that he signs to take advantage of the new benefits of snooker means that they are risking their position on the main Tour.

"If Mark is found guilty of being in breach of his player's contract, then I would expect World Snooker [to impose] a more serious fine. Mark has had problems at the World Open [with the remarks he made] on Twitter and he's had problems with non-appearance at PR opportunities, so there comes a stage when enough is enough.

"In Mark Williams' case, he's a double world champion, so I expect some commonsense [from him]. We expect every player to acknowledge and observe the terms of the player's contract that each player signs to participate on main Tour events."

neil goulding

at the crucible theatre, sheffield