In late March, the NFL instituted a new rule stating that players cannot lower their heads to initiate and make contact with opponents, regardless of the situation.
As part of the new rule, which is considered unneccessary roughness, players will receive a 15-yard penalty and could possibly be ejected. The previous rule limited the penalty to contact to the crown of the helmet.
The new rule officially reads, "Lowering the head to initiate contact with the helmet is a foul." It is intended to remove unnecessary use of the helmet. The hits don't have to come to the head or neck but anywhere on the body.