And on Thursday he confirmed it.
There were 26 positive tests for illicit drugs last season, with two players testing positive twice, and there are now three players sitting on two strikes, meaning they are one indiscretion away from being named, shamed and suspended.
But that's only half the story. It was also confirmed on Thursday that a similar number of players took the opportunity to self-report their illicit drug use to the AFL Medical Commission.
That means that there are about 50 players – a significant number by any stretch – who have issues with illicit drugs.
The AFL said on Thursday that while it was a disappointing outcome, it was by no means disastrous.
The more players who have tested positive means the more players we can actively and effectively help, appeared to be the thrust of their message.
"It's not devastating," Demetriou said.
"It allows us to be more vigilant, to continue the education program and put new amendments in place to improve these results. It means we have identified more players whose behaviours we can shift."
To be fair to the AFL and the AFL Players Association, males aged 18-30 are a particularly high-risk demographic for illicit drugs use. Drug authorities and the Victoria Police said as much at the summit earlier this year.
As a result, the policy has undergone some major tweaks. The opportunity to self-report, the metaphoric get-out-of-jail card for the players, has been cut back and players can only do so once in their career. Until now, they could do so repeatedly with no mark against their record. Once they do so in future, they can be subject to more target testing.
Based on observations and perhaps suspicions, clubs can request AFL medical directors to conduct additional target testing of players.
This is a grey area because a club may have concerns about a player, discuss it with the medical directors, yet remain unaware that the player might already be sitting on a strike or two, or may have already self-reported.
In addition, players who medical directors believe have attitude issues with respects to the drug testing program can be instructed to undergo more rigorous education and counseling. These players may also be identified to their club chief executives.
Attitude was a major issue on Thursday. AFL medical directors first forecast the spike in positive tests about 15 months ago when they detected a shift in attitudes by players.
"We started to ask questions about the availability of illicit substances in the community," said AFL medical commissioner Peter Harcourt.
"We were getting the message back from the players that when they were going back to their peer groups, they'd have a few drinks and the illicit drugs would come out."
Based on the same inquiries, Harcourt is making an early prediction that next year's figures will decline, with no players having tested positive for illicit substances so far in 2013.
But no high-fives just yet, because most of the testing so far has taken place during the demanding pre-season when players are usually too tired for much serious socialising because their training loads are so heavy.
It was also revealed on Thursday that cocaine is the illicit drug of choice for players, followed by methamphetamines and ecstasy. Cannabis use, it turns out, is almost non-existent.
A next step for the AFL is continued and more sophisticated testing. There will be more hair testing of players in the off-season – which the players have only ever grudgingly agreed to on the basis it wouldn't lead to a positive strike – and positive tests from that will lead more target testing.
Education, counseling and training about drugs issues for both players and clubs will be ramped up as well, with a particular emphasis on mental health, issues with which so often are the precursor to consistent and problematic illicit drug use.
The clubs will be pleased with some of Thursday's outcomes, with more mechanisms for them to act on their concerns about a player or players and more feedback coming back to them.
Hawthorn people have spoken often of their dismay at how powerless they were to help former player Travis Tuck until it was too late and he had tested positive for a third time back in 2010.
The amendments announced Thursday, which still require final approval from the AFL Commission and the AFLPA, may help clubs to help their players before the disastrous and likely career-ending third positive strike.
Ashley Browne is an AFL Media senior writer. @afl_hashbrowne
