An unexpected rubber-like or burning smell should not be dismissed as normal laundry fragrance. It may involve an unsuitable item or an appliance condition that needs assessment.
Understanding this situation
Do not keep running to determine whether the smell fades. The recently loaded textiles and any damaged backing are relevant, but their presence does not prove that the machine itself is safe.
A useful next step
Stop use through safe controls and follow appropriate safety guidance. Record the stage, load and whether smoke or abnormal heat occurred. Do not remove panels or start an empty hot cycle to burn off a presumed residue.
Manuals and supporting guidance
Model-specific instructions take priority. These references support the practical principles discussed here; they do not diagnose your appliance.