In America it's called smack talk. Heh-ask Jim Rome about it. Most of it's not serious and in fool around games it can be pretty funny. Don't take it personal, smack back if you're in the mood or just let your game do the talking. For the most part you can tell the difference between a kidder and a douchebag so just join the fun. WGT deals with inappropriate stuff if you screenshot the offense and send it to them.
In my experience, the worst smack talkers are usually the worst golfers too so it doesn't take much to smack them down (adding an exception for you, gsoup-you smack yourself down.) ;-)