The Football Association has joined a growing chorus of complaints against a Sun front page splash headline that mocked the new England boss, Roy Hodgson, and his speech impediment.
The Murdoch-owned paper headlined its lead story: "Bwing on the Euwos!" adding, "We'll see you in Ukwaine against Fwance." More than 100 complaints have been lodged with the Press Complaints Commission (PCC).
The Sun was ridiculing Hodgson's speech impediment, rhotacism, which means he cannot correctly pronounce the letter 'r'.
Hodgson, who can speak five different languages, has not replied to the headline, despite the FA condemning it.
FA chairman David Bernstein said: "We are delighted at the media response to Roy's appointment but are disappointed with the headline in The Sun, which we consider in poor taste and disrespectful."
A spokesman for the PCC said: "I can confirm we have had over 100 complaints."
Football professionals have also condemned the gaff. Manchester United legend Gary Neville tweeted: "Disgusting headlines, good journos under pressure writing pieces for their mates and a certain paper needs putting out of circulation."
His brother, Phil Neville, and former United player himself called the move "disgraceful journalism".
Stefano Hatfield, executive editor of the "i" newspaper said in his column that he considered Hodgson's treatment by The Sun as a form of bullying.
He said that Hodgson's "career-topping achievement of being appointed England football manager has been sullied by his apparent crime of not being the tabloids' choice".