WESTERN Bulldogs coach Luke Beveridge has received a 'casual' ticking off from the AFL following his Fawlty Towers comments on the controversial deliberate out-of-bounds rule.

The premiership coach was bemused by several decisions under the new 'insufficient intent' interpretation following the Bulldogs' five-point over Richmond on Saturday night.

"Is that what the crowd were yelling out? 'Insufficient intent! Insufficient intent!'," Beveridge asked at his post-match media conference.

The Bulldogs got home after Tiger Jayden Short was penalised, unfairly according to many commentators, for deliberately knocking the ball out of bounds late in the match.

"I don't know how it went tonight. There were definitely ones that weren't paid that were paid last week, so the insufficient intent, is it clearer or less clear? I don't know," Beveridge said.

"I feel like, is this Morecambe and Wise or Fawlty Towers? I'm not sure." 

AFL football operations boss Simon Lethlean told SEN he called Beveridge on Monday to discuss any concerns over a rule that has been a major talking point all season.

Lethlean conceded on Sunday in an interview that the free kick paid against Short may have been harsh.

"We prefer (coaches) didn't comment about umpiring in particular, (but) I understand they get asked a question, so they have got to make some sort of comments," Lethlean said on Tuesday morning.

"I had that conversation very casually with Luke and I think he agreed he was being a bit irreverent, but (he) didn't want that to flow through to a discussion point about the operations we run here," Lethlean said.

"It's unhelpful for those comments to flow through for the course of the week in reference to football operations."

Geelong's Chris Scott and Richmond's Damien Hardwick have been other coaches to voice their opinions on the game's officiating in the past week.

Hardwick suggested after the loss to the Bulldogs that the game was becoming to hard to umpire, while Scott inferred Gold Coast coach Rodney Eade was fishing for free kicks with his comments in the lead up to round seven.

'I don’t think (the comments) are an attack (on umpires)," Lethlean said.

"To be fair to Damien, he was probably defending the umpires and pointing the finger more at me.

"They need to be making comment, I'm sure, and also hoping the world doesn't get too serious so we can have a laugh every now and then.

"I think the focus has been a little bit hysterical on umpiring compared to how good the (standard of) football is."