FA CHIEFS have branded Luis Suarez “disgraceful” for biting Branislav Ivanovic — accusing him of not taking the incident seriously.

And they insist the Liverpool striker’s action was “completely unacceptable” and “there can be no justification for such a shocking and reprehensible act”.

Written reasons for Suarez’s 10-match ban were published by the governing body in a damning 21-page report.

They revealed Suarez argued his attack on the Chelsea defender last Sunday did NOT harm the global image of football.

And that the Uruguay star insisted a lengthy ban was not needed as players know biting is wrong.

But the FA savaged him in their explanation of why he received seven matches on top of the three-game ban for violent conduct.

They said: “It’s our duty to discourage players at any level from acting in such a deplorable manner or attempting to copy what they had seen on TV.

“There can be no justification. It serves to undermine the integrity and reputation of football.

“Furthermore, Suarez’s conduct has damaged the image of English football.

“It’s unacceptable and such disgraceful behaviour can lead to health issues.

“We also felt that the purpose of our decision should not only be a punishment to Suarez for the offence committed, but must also be sending a strong message that such behaviour does not have a place in football.”

The three-man regulatory commission insisted they did not take Suarez’s previous ban for biting into consideration.

They also blasted Suarez’s attitude.

The report added: “It seemed to us Suarez has not appreciated the gravity and seriousness of this exceptional incident.”

Suarez accepted the ban but said: “I decided to accept it because, while 10 games is greater than those given in past cases where players have actually been seriously injured, I acknowledge my actions were not acceptable.”