AFL chief Gillon McLachlan has called on fans to stop the "ugly" booing of Adam Goodes, saying the concerted "campaign" against the Sydney Swans veteran was hurting a lot of people in the football industry. 

Goodes was roundly booed whenever he came near the ball during the Swans' loss to West Coast at Domain Stadium on Sunday.

The two-time Brownlow medallist has been a consistent target for opposition fans at games for some time, and sparked some controversy in round nine's Indigenous Round when he performed a war dance in front of Carlton's cheer squad.

The booing got so bad during Sunday's game that Goodes' teammate Lewis Jetta came to his defence by performing the war dance after a goal, while Jetta's father called McLachlan on Monday to highlight the impact Goodes' treatment was having on a wide range of people.

"I think there has obviously been a campaign for some months now against one player and the booing has been going on for some time against Adam Goodes and I think we're at the stage where people don't even know why they're doing it," McLachlan said.

"I want to make the comment that it's obviously hurting Adam, but it's (also) hurting a lot of people in our industry.

"We've got the best supporters in the world … (but) I want to remind people actually that it's got to the point now where it's having an impact and ask people to refrain.

"It's been going on at an unprecedented level for many months and it's ugly and it's having an impact.

"We've got great supporters, I can't tell them what to do but I ask them to consider that going forward."

McLachlan said he had no problem with Jetta performing the war dance against the Eagles.

"If you compare it to say a finger salute to the crowd, everyone in our society knows that that means," he said.

"I think you have to look at the war dance in the context of what it is and was. It is a dance created by a group of under-16 indigenous players.

"They modelled it a bit on the haka. It is something they can do to celebrate their culture and it was demonstrated by Adam in Indigenous Round, a round where we give our indigenous players a platform to celebrate their indigenousness.

"If that's where it's come from I think we need to contextualise that and understand it. That's what it is and it has no broader meaning than that, unlike other actions."