Back when I ran a guild, one of the two rules that players had the MOST issue with was the rule that stated that "All actions performed by a character are attributed to that character, regardless of who is actually playing at the time." The biggest problem rule was "All members of the guild are human and should be treated as such. Any bigotry or hatred toward someone because of race, sex, nationality, sexuality, or any other issue out of their control is cause for immediate gkick." I mention this rule because it's particularly relevant as well.

Anyway... One group of brothers/cousins (depending on who you asked they had different relations to each other) in particular caused an issue. This was back in Naxx and the Torch of Holy Fire dropped from KT. Since we had PuG's it was rolled off, and an Elemental Shaman won it. He passed it to the next-highest rolling person, who was our Healing Lead. Our healing lead had been passed over for the Torch twice before by the Loot Council because he was the best geared person in the guild, though he was still using the Mace of Unrequited Love from HNexxus. One of our priests went ballistic at this point, calling our Healing Lead a lot of things related to his sexuality. I won't repeat it here. He also claimed that the Torch had been promised to him when the next one dropped.

When the officers discussed this, the decision was made to gkick the person. We informed him of the decision and removed him from the guild. He claimed to know nothing of the incident, and again went ballistic in much the same fashion. His brother then got on, and claimed it was their cousin (who was also in the guild) from Columbia who had been playing the toon at the time. Later the cousin came on and claimed it was his brother from Canada. (I swear I am not making this up, I'm not that creative). Our Healing Lead ended up ignoring all 3 of them, because they all started whispering him when he was on, calling him "f*g", "c***sucker", etc. He first reported them to Blizzard then sent me the screenshots he took. Blizz told him since it was in whispers they couldn't do anything (had to be in a public channel). I, however, invoked our number 1 rule and kicked them all out. Though the officers supported the decision before I did it, when the membership found out they claimed never to have been informed. It turned REAL ugly. Thus one of the reasons I won't lead a guild again.

TL:DR I agree that the toon bears the consequences of whoever is playing it. Too bad the players I have on my server don't have the maturity to act human.

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