The present invention teaches methods for applying an avatar behavior rule within a virtual universe environment. An avatar behavior rule and a violation threshold for the rule are defined for a virtual universe environment. The behavior of a collective plurality of avatars within the virtual universe is monitored for compliance with the rule, including determining an amount of compliance with the rule and comparing the compliance amount with the violation threshold. If the compliance amount exceeds the violation threshold, then the rule or the violation threshold is revised until the monitored behavior of the collective plurality of avatars within the virtual universe is in compliance with the rule, and in effect does not exceed the violation threshold. Service methods, articles of manufacture comprising a computer readable program, systems, articles and programmable devices for performing one or more method and/or process elements of the current invention are also provided.