AFL chief executive Gillon McLachlan says calls for zero tolerance to illicit drug use amongst players are 'insane.'

After eight days of controversy sparked by a News Corp Australia report alleging up to 11 Collingwood players had tested positive from post off-season hair tests, McLachlan has launched a staunch defence of the League policy.

It's since become clear the number speculated was wrong, but the AFL nor Collingwood have confirmed the specific number, because of confidentiality agreements. 

The AFL chief has called on fans to view the issue through the lens of a parent.

"So when I see these people, these zealots, talking about zero tolerance, and outing them, I think that's insane, because it's not what the experts say, it's not what the police say, and it's not what any parent that I know would do with their child," McLachlan said on 3AW. 

"Everyone talks about brand protection and everything else, that's rubbish.

"It's the responsible way to deal with a society-wide issue with our playing group.

"It's managing the welfare and the rights of that individual player."

McLachlan also confirmed the AFL executives were subject to drug testing.

"I've been drug tested," McLachlan said.

"All our management team is subject to the same policy.  

"What's good for the goose, is good for the gander."

The League, in partnership with the AFL Players' Association, recently updated its illicit drugs policy, leaving players with just one chance before being publicly penalised.

However the players aren't subject to those rules during their annual leave.

Hair tests were conducted upon their return to the club for the AFL and AFLPA to collect data, aimed at managing players' welfare.

AFL.com.au revealed on Thursday the number of past AFL players seeking help to treat substance abuse from the AFLPA is on the rise in recent years.