Lol, trying to apply that rule to a "friendly" golf outing would just increase heckling.
The poor guy can't handle what the A*hole is dishing out on a "friendly" golf outing. If he can't adjust, then he needs to confront. So, my point is, LOL myself, the OP should kick his teeth in (not literally, of course) so that one way or another, the jerk takes his pathetic ways somewhere else (like football, boxing where hist behavior is well accepted or even encouraged). Personally, I would have done something rather than keep playing with the jerk. I have no stomach for A*holes, bullies, etc..