Uruguay’s forward Luis Suarez reacts past Italy’s defender Giorgio Chiellini during a Group D football match between Italy and Uruguay at the Dunas Arena in Natal during the 2014 FIFA World Cup on Tuesday.

By Updesh Kapur/Doha

It also begged the question how those in the global spotlight can really be seen as role models for youngsters when blatantly flouting the law on the big stage.

Time and time again we read in the papers and watch on TV the senseless actions of irresponsible individuals.

I refer to the FIFA World Cup as it approaches the half way stage in Brazil.

We have seen plenty of controversies and upsets over the past two weeks involving teams from around the world at this must-watch sporting tournament.

But the biggest to cause alarm so far is of a professional footballer, paid millions in salary, bonuses and endorsements, who plies his trade week in, week out on the soccer pitch and watched by millions around the world.

Luis Suarez is nothing but a disgrace to the game and his profession. Here is a footballing superstar who is loved in his home country of Uruguay and adopted home, the red side of Liverpool where he is employed.

The Uruguayan striker was clearly caught by eagle-eyed TV cameras biting an opponent on the pitch during the crunch eliminator match with Italy – and there are deep marks to prove it. Adding salt to the wound, he fell in “pain” covering his mouth suggesting he was elbowed and was the victim. Seconds later a team mate rushed to the remonstrating Italian player to keep him shut by covering up the bite marks on his left shoulder.

Suarez was let off scot-free with match officials not seeing the incident. But many fans in the stadium and tens of millions watching on TV around the world clearly saw it with constant television replays of the incident dominating news and sports bulletins.

If this is not foul play and cheating, what is? When goal line technology is being used for the first time at a World Cup and TV cameras are becoming more sophisticated capturing the action from every conceivable angle, stupidity and violent conduct are often overlooked.

And yet, fans who adore football are paying well earned money to watch such players cheat and escape immediate punishment.

The damage is done to the professional game and questions the whole ethos of sportsmanship.

For Italy, losing the match was harsh. Cheating and foul play were evident. Had Suarez been sent off and Uruguay not scored the winning goal shortly after the incident, it could well have been a different result.

The world football governing body FIFA should have the guts to ban teams that flout the rules – and in this case, it means going to the extent of throwing Uruguay out of the competition which would send a strong signal to the sporting world.

But for the man at the centre of the controversy, will a short- or long-term ban be the right course of action? After similar incidents in Holland and England during club games in recent years, together with charges of racial abuse against a Manchester United player in 2011, he was given match bans by the relevant footballing authorities.

He has been criticised for frequently diving and stamping on other players during his career in the “beautiful game”. Yet he still plays today.

Here is a player, arguably possessing great speed and skill, who was decorated by fellow soccer professionals and football writers as player of the year during the recent 2013/14 season in which Liverpool finished second in the English Premiership.

Following the latest incident, however, achievements should mean nothing.

Suarez will forever be remembered as football’s Dracula, biting his way into controversy after controversy.

The answer surely has to be a lifetime ban to teach the individual a lesson and certainly a wake-up call for other offending sportsmen and women. We’ve seen it in athletics and cycling, but in soccer, many professionals seem to escape severe punishment.

Has Suarez learnt anything? Obviously not. He continues to play, he continues to get banned and continues to earn millions. Not exactly a role model for youngsters in South America, Liverpool and the world over.

Yet that is exactly what he is seen as. A role model, being a doting father and loving husband who plays for one of the world’s biggest football clubs in one of the world’s biggest leagues making his money from gate receipts, public appearances and celebrity endorsements. Not bad for a bad boy!

As a “role model” he will be vilified, taunted and mocked by rival soccer fans at Liverpool’s away games next season at home and in Europe’s Champions League for his disgraceful antics against the Italians. And of course for orchestrating England’s defeat by Uruguay in the World Cup that led to the nation’s subsequent elimination from the tournament.

That is of course if he sets foot again on English soil as a Liverpool player.

Professional sports stars, just as much as celebrities who thrive on role model status, need to be seen to be more responsible through good deeds and not for their poor persona.

When athletes break the law, news spreads and makes headlines in print, TV and on social media. Today’s youngsters from as early as four years old are very impressionable, hence merchandise sales of anything to do with their sporting heroes are at an all-time high. They see their idols as stars and ideal role models. They buy replica shirts and boots, and copy hairstyles.

With stories and images plastered all over different media platforms, they are looked upon by today’s generations and generations to come.

Drugs and alcohol have taken their toll on role models in the past. Former England player Paul Gascoigne, Northern Ireland international George Best and even the world’s most gifted player, Argentina’s Diego Maradona succumbed to excesses. They continued to boost their bank accounts thanks to the public’s affinity with them, yet set bad examples due their binging, be it drugs or alcohol.

Setting a bad example can be perceived as harmful for beloved fans who, after watching role models engage in such activities as extreme drinking, drug taking, punch-ups and even extra-marital relationships, could end up engaging themselves in such activities.

Successful sportsmen and women are looked upon by today’s youth so should be aware of the consequences of their actions not only for themselves, but for those who follow them so closely.

Today’s press is hungry for stories on private lives of the rich and famous. They may continue to do what they wish in private, but when it comes to the media, nothing is private. With the press constantly haunting them, whether they like it or not, they have to be responsible enough and act appropriately in the public eye as true role models.

As they continue to lead lavish lifestyles, overpaid sports stars can only earn total respect if they adopt the professional ethics that sportsmanship demands.

In the case of Suarez, the media pack will forever hound him.

His persistent biting on the pitch will haunt him indefinitely.

The message: Suarez should be given severe punishment for this week’s deeds to set an example to the sporting world and ultimately seriously consider an alternative career.

He is a role model football can do without.