Luis Suarez has tonight been told to seek help after he was involved in a third biting incident.
The Liverpool striker appeared to sink his teeth into the back of Giorgio Chiellini during a challenge with the defender in Uruguay's World Cup win over Italy in Natal earlier - the third time he has been involved in such a controversy.
And Suarez has received advice from an unlikely source in the form of Everton manager Roberto Martinez, who believes the PFA player of the year needs help to curb his volatile off-the-ball behaviour.
Martinez is currently working as a pundit in Brazil for ESPN and urged the Anfield marksman to exorcise the demons that have already seen him suspended for a combined 17 matches for his previous two attacks on opponents, with Ajax and Liverpool respectively.
"There is no doubt that the quality of the talent that he has," he said.
"He can win games single-handed and he's got that focus, that mentality that he can get back from a situation he shouldn't have derived.
"But the behaviour, I just seriously think that he needs help. If you cannot control yourself in those moments, you need some sort of help because that's just unacceptable on a football pitch."
He added: "This is a behaviour that has happened already two times and Luis Suarez, as a wonderful footballer that he is, has been banned twice. It has been such a controversial way of acting on a football pitch that you see it again and everyone feels upset.
"We can't celebrate [the game]. We can't talk about what Uruguay did. We can't talk about why Mario Balotelli didn't come on in the second half.
"It's about how Luis Suarez is allowed to play the game without carrying that responsibility that you have as a player, being a role model to the younger generation. You cannot justify it."