if name calling is tolerated it just gets in more drama, and some people seriously cannot tell the difference between griefing and agressive playing, or scamming and agressive merching, ive seen people on ucs say they have been scammed, but what really happened was that they were unhappy about the trade after the trade, so zero tolerence for name calling really is the best way to go here, doesnt take much to post a name lol, if a player feels another player has violated the TOS, then it should be taken up with support instead of involving everybody
and this rarely happen to well built guilds really, where the guild is properly structured with an even distribution of officers, recruiters and members online at any given point of time