Late in the second half of of Uruguay's opening round World Cup match against Italy today, star striker Luis Suarez appeared to bite defender Giorgio Chiellini.
The following video makes this abhorrent action rather obvious:
Suarez - who has actually gone Mike Tyson on opponents on two previous occasions in his career - was not punished by Mexican referee Marco Rodriguez, despite Chiellini's protests.
The Italian even lowered his jersey to show everyone the bite mark on his shoulder.
Just moments after this incident, Uruguay took the lead on a Diego Godin header and went on to win 1-0, qualifying for the round of 16.
Italy, meanwhile, was sent packing as a result of the loss.
Following the match, Juventus defender Chiellini referred to Suarez's move as "a disgrace" on Sky Sport Italia, calling for FIFA to discipline the star.
FIFA regulations do allow Suarez to be punished retrospectively and it has said it "will gather all the necessary elements in order to evaluate the matter."