It's part of a new discipline policy that went into effect this week, the Athens Banner-Herald reported Wednesday.
Players are running extra sideline-to-sideline sprints for each penalty called on them.
The sixth-ranked Bulldogs have been flagged for 25 penalties the past two weeks. Georgia is the most penalized team in the Southeastern Conference, averaging 63.5 yards per game.
"We have a new appreciation for penalties," Richt told the Banner-Herald. "We all, coaches and players alike, need to respect the fact that we're not doing a very good job, and we better do something about it. We had a good heart-to-heart about that."