It's down to the game's ruling bodies to stamp it out as the refs really have no chance with the level of conning that goes on. It starts with FIFA and UEFA and at our level the EFL (God help us!). Incidents like the Posh player who got fined/banned recently for diving to win a penalty is a start but they need to be doing the same with 'injury feigning' and ramp up the punishments until the players/teams realise that the risk/reward is not worth it.