Western Bulldogs coach Luke Beveridge has blasted the AFL over changing its guidelines around tackling, believing the league's decision-makers have "flinched" at media criticism.
The AFL on Tuesday issued a warning that players will no longer be rewarded with free kicks when they duck or shrug their heads in tackles.
It came after heated debate surrounding young Collingwood dynamo Jack Ginnivan and whether he was being umpired differently to other players.
But Beveridge has hit out at the change, saying the AFL has caved into external pressure.
"My point of view is let's not change the game and the interpretations that's been there forever," Beveridge said.
"The reason why (Geelong captain) Joel Selwood gets a lot of head-high free kicks is because he's probably the hardest at the football, a loose ball and at a contest in the competition, so he's rewarded for it.
"If you've got techniques that ultimately entice a clumsy or undisciplined tackle then good luck to him and he deserves every free kick that he gets.
"He's a prime example for me, because do we now look back and say well some of those ones he got over time they shouldn't be there based on what's just been put out?
"Reward the player who's got his head over the footy ... ultimately penalise the guy who hasn't tackled how he should have tackled.
"I'm happy for the marginal ones to be play-on but let's not change things again, because the umpires have got it hard enough.
"I think the pressure from the media comes around and probably the supporter bases as well and it's another flinch.
"Just reward the player who's hardest at the football and let's no victimise that sort of behaviour because it should be rewarded not penalised."
Beveridge said he was unsure how long this latest crackdown would last, highlighting previous examples this season of rules being adjudicated differently across different weeks.
"There are things and messages that have come through that have really only lasted two weeks," Beveridge said.
"I'm always keen to keep the wheels in current motion and support the umpires in decision making."
The league says a player with the ball, who is deemed to have a prior opportunity, and attempts to shrug, duck or lift an arm will be called for holding the ball.
"Ultimately, the rules do not reward players for putting themselves in vulnerable positions to draw a free kick," the AFL's head of umpiring Dan Richardson said.
"This is something we prefer not to see in our game at any level."
