Presidential candidate Prince Ali Bin Al Hussein has called for an end to a "culture of intimidation" within FIFA.
The Jordanian FA boss, already a FIFA vice-president and member of the organisation's executive committee, is among three remaining challengers to current president Sepp Blatter ahead of the May election.
And at the launch of his campaign Prince Ali, whose candidacy was supported by the Football Association, demanded a fair fight.
"There has been a culture of intimidation within FIFA," the 39-year-old said. "In the past people have taken a principled stand and they have ended up being punished for it. I hope things are played fairly and in the right way now."
Elaborating on his claim of intimidation in an interview with Sky Sports News HQ, Prince Ali said: "When I talk about this issue - I have heard from national associations that they will vote, but they are concerned to go public at this stage."
Prince Ali also suggested the four candidates, who also include Dutch FA boss Michael van Praag and former Ballon d'Or winner Luis Figo, should take part in a public debate.
The national associations of Malta, Georgia, Belarus and the United States joined those of Jordan and England in nominating Prince Ali.
Addressing specifically Blatter's decision to stand for a fifth term despite growing criticism of FIFA within Europe, in particular, he said: "If I'm president I will take full responsibility for my actions. I think that's the way things should be.
"A process (of reform) has been taking place, but I don't think that it's been taken very seriously by the leadership, and that's what I want to change."