To me, "serial" implies a use of a method, using the full possible 12-pitch spectrum, which as a result avoids any feeling of tonality. It is therefore non-tonal.
"Free atonality" is the result of increasing chromaticism, both in voices and in root-movement of chord functions, to the point where the tonality is ambiguous, and tonality is too hard to pin down. It is still the result of tonality.
Since chromatic root movement is based on minor-second intervals, which correspond to movement by fifths via tritone substitution, freely atonal root movement is not "atonal" chromaticism (see interval projection, noting that the only two intervals which "cycle" through all 12 notes when projected, or stacked, are the minor second and the fifth).
As long as a chromatic note can be related back to a root movement, it is not truly chromatic in a free sense; it is tonal.
Therefore, we have to demonstrate the presence of root movement in order to call something "freely atonal." The root movement might be vague or ambiguous; in other words, the functions might belong to more than one possible key area, but nonetheless they are tonal because of vertical chord structure, which might be the strongest indication of tonality.
Serialism, by contrast, will not have the same degree of vertical consistency, harmonically; it will be seen as confluences of separate melodic elements, not as aggregates of chords with functions.
"Free atonality" is the result of increasing chromaticism, both in voices and in root-movement of chord functions, to the point where the tonality is ambiguous, and tonality is too hard to pin down. It is still the result of tonality.
Since chromatic root movement is based on minor-second intervals, which correspond to movement by fifths via tritone substitution, freely atonal root movement is not "atonal" chromaticism (see interval projection, noting that the only two intervals which "cycle" through all 12 notes when projected, or stacked, are the minor second and the fifth).
As long as a chromatic note can be related back to a root movement, it is not truly chromatic in a free sense; it is tonal.
Therefore, we have to demonstrate the presence of root movement in order to call something "freely atonal." The root movement might be vague or ambiguous; in other words, the functions might belong to more than one possible key area, but nonetheless they are tonal because of vertical chord structure, which might be the strongest indication of tonality.
Serialism, by contrast, will not have the same degree of vertical consistency, harmonically; it will be seen as confluences of separate melodic elements, not as aggregates of chords with functions.