British Prime Minister David Cameron says Luis Suarez has set an “appalling” example to youngsters by biting a fellow player.

Cameron has welcomed the tough sanction on the Liverpool striker.

Suarez, who is a Uruguay international was handed a 10-match ban, one of English football’s heaviest penalties for on-pitch misbehaviour, for biting Branislav Ivanovic’s arm during Liverpool’s 2-2 draw with Chelsea on Sunday.

Cameron said he commented as a “dad watching the game” with his young son.

“I’ve got a 7-year-old son who just loves watching football and when players behave like this, it just sets the most appalling example to young people in our country,” Cameron said.

The prime minister told the BBC it was a “serious” incident because Suarez was a “role model” to children.