Sunderland have taped up seats of supporters who refuse to sit down during games at the Stadium of Light.
Fans who have been caught standing persistently throughout the season have has their season tickets voided for the time being.
A photo from Twitter circulated showing the message: "This season card has been suspended due to persistent standing."
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A club statement read: "The club is receiving an increasing number of complaints from supporters, particularly those located in the South Stand area, stating that their view of the game is being compromised by some fans standing throughout the 90 minutes.
"Not only is this an issue of supporter comfort, but the club has a legal obligation to take steps against those fans who persistently stand as this breaches ground regulations and legislation."
Sunderland have revealed that, so far, 38 fans have been ejected from the ground after failing to comply with the regulations.
The Black Cats’ head of safety and security Paul Weir admitted the club does not want to supress the enjoyment of supporters at the game, but insists the safety of all those attending must be taken into account.
He said: "The figure for fans ejected due to persistent standing last season as a whole was just 20 so we can see that there has been a significant increase in the early part of this season.
"We certainly don’t wish to spoil the enjoyment of any supporters, we want a vibrant lively matchday atmosphere just as much as the fans do, but we also have legal obligations that we must be seen to be adhering to.
"We also have a duty of care to all of our supporters, including elderly and disabled fans who have contacted us very concerned that their enjoyment on a matchday is being compromised because people around them stand throughout the game.
"Naturally we want to ensure a safe, comfortable and enjoyable experience for everyone at the Stadium of Light and we’d ask supporters to listen to requests from stewards and help us to eradicate persistent standing for the sake of all fans."