"If you just ban people, you will never change their behavior," Buck told British tabloid The Sun. "This policy gives them the chance to realize what they have done, to make them want to behave better."
Chelsea fans who agree to take part in the initiative could see their stadium bans lifted.
"In the past, we would take them from the crowd and ban them, for up to three years," Buck said of the banned fans. "Now we say: 'You did something wrong. You have the option. We can ban you, or you can spend some time with our diversity officers, understanding what you did wrong.'"
dm/rc (dpa, Reuters, KNA)