The England team which reached the semi-finals of the 1990 World Cup, under Bobby Robson, was awarded the FIFA Fair Play Award for the tournament. At Euro 96, England were again semi-finalists and Fair Play trophy winners, this time from UEFA. Most recently, at France 98, England were joint winners of the FIFA Fair Play Award (with France). English clubs also have a proud Fair Play record in European competitions, regularly securing one of the top places in the UEFA Fair Play table.

The Football Association’s domestic Fair Play campaign focuses on three areas: the F.A. Carling Premiership; the Nationwide Football League; and County Football Associations.

The FA Carling Premiership runs two Fair Play Awards, judged over the course of the season. The team award for 1998/99 was won by Manchester United, with Leicester City runners up. The supporters award was won by Wimbledon. Both teams and sets of supporters are assessed at each game by a match observer, with points being awarded and subtracted according to a set of guidelines. The team award is based on positive play and respect towards opponents and match officials, with points deducted for red and yellow cards. The supporters' award is based on the behaviour of fans.

The Fair Play Awards in the Nationwide Football League are judged on a points balance for each club, with two points awarded for a goal scored at home, four points for an away goal, and deductions for cautions and sendings off.

The divisional Awards for 1998/99 went to Division One champions Sunderland, Division Two champions Fulham, and Cambridge United in the third division. Each club received £10,000 to be spent on a community-based initiative.

The Fair Play awards for County Football Associations are aimed at rewarding local youth teams with exemplary records. Each of the 43 County F.A.s nominates one team, which receives a full England kit from The Football Association. A number of County Football Associations also operate their own award schemes, such as the Sportsman's Awards in Durham.

At the international level, FIFA not only runs Fair Play awards at major championships, but also organises an annual World Fair Play Day. Last year's event took place during the Women's World Cup, with the previous year's celebrations happening during France ’98.

FIFA’s Code of conduct for football has 10 points, which states that for the good of the Game, players should:

1. Play to win

2. Play fair

3. Observe the Laws of the Game.

4. Respect opponents, teammates, referees, officials and spectators.

5. Accept defeat with dignity

6. Promote the interests of football.

7. Reject corruption, drugs, racism, violence and other dangers in our sport.

8. Help others to resist corrupting pressures.

9. Denounce those who attempt to discredit our sport.

10. Honour those who defend football's good reputation.