There was no immediate suggestion that he said anything racist or discriminatory.
The punishment appeared to be based on the act of covering his mouth itself, rather than confirmed evidence of what was said.
That is where the controversy lies. The rule has good intentions, and football clearly needs stronger protection against racism and abuse.
But if referees apply it automatically, players may now be punished severely even when the actual words remain unknown.
This incident has made one thing clear: the new rule will not be ignored.
Players have been warned, and the World Cup has already delivered its first major test case.
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