Melbourne Demons coach Simon Goodwin says the bump in AFL is dead and he has instructed his players to avoid it altogether.

Goodwin says he addressed the playing group following the Demons' 50-point win against the Western Bulldogs on Saturday night when gun forward Kysaiah Pickett was reported for a big hit on Bailey Smith.

Pickett, who was charged with rough conduct, has accepted a two-match ban for the bump, which was graded as careless conduct, high impact and high contact.

"It's obviously an incident you don't like to see," Goodwin told reporters.

"There's no element in the game where we should be bumping."

"That's the message I've given to our playing group; that it just puts you in a situation that you don't want to be in."

"So, we certainly won't be encouraging our players to bump. We want them to tackle. We want them to play tough, contested footy. But that's one element of the game we've got to get right."

Goodwin was asked if the bump was dead.

"From my perspective, I think it is, yeah," he said.

"I think there's always the way you use your body with the shoulder in contest situations, but not in a bumping sense.

The bump has come under the microscope again after a season-opening weekend of big hits.

Sydney star Lance Franklin accepted a one-match ban for a bump on Gold Coast defender Sam Collins in the Swans' 49-point win over the Suns.

And Adelaide's Shane McAdam was sent straight to the tribunal for a heavy bump on Greater Western Sydney's Jacob Wehr.

McAdam faces a long stint on the sidelines. The bump was graded as careless with severe impact, meaning he could be suspended for at least three games, if he is found guilty.

It comes after a second-class action was launched in Victoria's Supreme Court on behalf of players with concussion-related injuries.