Hmm? The ball carrier is not exempt from 9-1-3. If he lowers his head and intentionally drives at an opponent, that is a foul.
Here's the 9-1-3, 9-1-4 "notes" language added for 2013-2014:
Note 1: “Targeting” means that a player takes aim at an opponent for purposes of attacking with an apparent intent that goes beyond making a legal tackle or a legal block or playing the ball. Some indicators of targeting include but are not limited to:
• Launch—a player leaving his feet to attack an opponent by an upward and forward thrust of the body to make contact in the head or neck area
• A crouch followed by an upward and forward thrust to attack with contact at the head or neck area, even though one or both feet are still on the ground
• Leading with helmet, forearm, fist, hand or elbow to attack with contact at the head or neck area
• Lowering the head before attacking by initiating contact with the crown of the helmet
Note 2: Defenseless player (Rule 2-27-14):
• A player in the act of or just after throwing a pass.
• A receiver attempting to catch a pass, or one who has completed a catch and has not had time to protect himself or has not clearly become a ball carrier.
• A kicker in the act of or just after kicking a ball, or during the kick or the return.
• A kick returner attempting to catch or recover a kick.
• A player on the ground.
• A player obviously out of the play.
• A player who receives a blind-side block.
• A ball carrier already in the grasp of an opponent and whose forward progress has been stopped.
• A quarterback any time after a change of possession.
The last bullet statement in the Note 1 list as Kalle points out, has no blanket exemption for the ball carrier.