It's a funny one. The term integrity can be bandied about pretty loosely , and it does become almost meaningless after awhile, more a vehicle for insta-outrage. But integrity is not really a simple either/or, it's more a gradient, where you can have varying levels of integrity. Within the complex world of the AFL it applies to different things at different levels. For example, you could apply it to the result of any one particular match, player(s) effort, umpire's decision making, the result of the season as a whole etc etc. You can also have any particular application of integrity compromised by any number of different factors, all of which are more or less in control of the participants.
As for the North vs Tigers game, the AFL might need to be careful with this, as there can be a strong case for the perception that North are manipulating the result to suit them.