As the controversy over Shane Warne's alleged sexual exploits raged, Cricket Australia admitted that the scandal is affecting the "image of the game".

After attempting to wash its hands off the whole affair as a "personal matter" between those involved -- Warne and South African woman Helen Cohen Alon -- CA's Chief Executive had to admit that the negative press generated by the 'text' sex scandal was detrimental to cricket.

"The simple answer is yes, it affects the image of the game," Sutherland told the Sydney Morning Herald.

Sutherland said he has had a chat with Warne on the issue but declined to divulge the content of the conversation.

"No one likes bad news stories about someone with such a strong association with the game. These are allegations. Shane, like anybody, is entitled to the benefit of doubt.

"But it is inevitable that such reports, in some way, have an effect on the game. It's a fact of life that cricketers now have a much higher profile," he said.

Sutherland insisted he viewed the entire thing as just allegations. "In some ways it's inevitable that people will suggest there has been some residual damage to the image of  cricket. From our point of view, they are allegations."

The CA chief still described the issue of players' off-field behaviour as one of importance to cricket's image saying "all players have a responsibility as an ambassador of the game."