Chip Kelly met with local reporters on Saturday as the Bruins get rolling in fall camp, and one of the main topics of interest was NIL.

UCLA is trying to approach this new era in college sports from the right angle. Others… not so much. And Kelly thinks the NCAA’s enforcement division could be doing more to help keep everyone coloring inside the same lines.

“I think if the enforcement arm of the NCAA catches up to the rules of the NCAA, I think we’ll be in a great situation,” Kelly told reporters, via All Bruins on SI.

Kelly said schools shouldn’t have to consider NIL opportunities or compare earning potential between schools when it comes to retaining a player that’s already in their program. Per NCAA rules, coaches can’t contact players before they’ve entered into the transfer portal. USC head coach Lincoln Riley was notably accused by Pitt coach Pat Narduzzi of skirting NCAA rules in the recruitment of wideout Jordan Addison—accusations both Riley and Addison have denied.

But this is the way of college sports right now.

“Anti-trust is the reason why the current NCAA rules are not being enforced,” Pac-12 commissioner George Kliavkoff said at Pac-12 Media Day last week.

Added Stanford athletic director Bernard Muir: “I think it’s important that we have some level of enforcement. Certainly, we’re seeing that in the recruiting realm where schools, and I should say boosters and friends of the institution, are getting involved when they shouldn’t be. That’s not the essence of this.”

Kelly would agree with that sentiment.

“I think people have kind of convoluted the whole rule. Name, image, and likeness is the student-athletes can make money off of their name, image, and likeness, but coaches can’t be involved in brokering deals with student-athletes,” Kelly said. “This is not pay-for-play, this is not recruiting inducements.”

UCLA has set up the Westwood Exchange, a registry through which companies can connect with athletes for NIL deals. It was approved by the school’s compliance office and boasts over 140 businesses that have signed up through it, according to Kelly.

“I think our guys are doing a really good job,” Kelly said. “The thing is, it’s really the guys who want to do it. Not everybody wants to be involved in it, not everybody wants to make the time. Because you have to show work. This is not a quid pro quo. You have to do work. If you want to make money in name, image, and likeness, you have to be willing to go do the work. People just can’t pay you X amount of dollars to do nothing. Maybe in some other places that happens but, at this place, it doesn’t.”