Everton manager Roberto Martinez has told ESPN that Luis Suarez "needs help" after the Uruguay striker allegedly bit Italy defender Giorgio Chiellini.
Uruguay's 1-0 win over Italy on Monday that booked their place in the round of 16 of the 2014 World Cup was overshadowed by footage of Liverpool's Suarez seemingly biting the shoulder of Chiellini.
FIFA has since confirmed it will investigate the incident that will likely lead to a lengthy ban if found guilty.
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Speaking after the match, Martinez outlined his concerns about Suarez's behaviour. He said: "There is no doubt that the quality of the talent that he has.
"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."
The Spanish coach 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."