I have called this on a few occassions. I find it is more often the B players making tackles, or diving into a falling runner to prevent him from gaining yards as he goes down. Most RB's know to lower a shoulder, which often results in some helmet contact, but more incidental in my opinion.
In a recent bowl game I did see a runner put to the top of his helmet into a defender in an attempt to run over him. I would have flagged that, but the foul went unnoticed by the game officials.
I give warnings to players who come close to illegal helmet contact in an effort to avoid future fouls, and injuries. I try to warn the coach that his players are getting close also, then I have CYA on my side when the flag does come out.
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