If a player takes a mark or is awarded a free kick, the umpire instructs the player to go behind the mark, keeping himself on a line through the mark to the centre of the goal line. That is the rule, and maybe not so important in general play, but when within range of goal, or it is clear the player intends to kick for goal the rule is enforced, such that if the player, in moving forward to take his kick deviates from the imaginary line to the goal line, the umpire calls "Play on", and the player can be tackled.
Buddy Franklin with his exaggerated hooking of his leg when kicking, repeatedly runs away from the imaginary line to goal, is playing on, and is not called by the umpire for so doing. He's obviously never learnt to kick a football properly, just a very good athlete learning the game. He needs a year kicking a footy around a park under the tutelage of Peter McKenna. It is normal for the ball to be kicked in the direction of travel, unless deliberately kicked across the body (Buddy) or with the outside of the boot.
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