Manchester United forward Anthony Martial was again the target of racist abuse on social media in the aftermath of Sunday's 1-1 draw with West Bromwich Albion.
It's the second time in three weeks that the Frenchman has been abused online, having been forced to endure the comments following January's shock loss to Sheffield United, while teammates Marcus Rashford and Axel Tuanzebe have also been targeted recently.
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The latest abuse prompted a response from Kick It Out's Troy Townsend, who insisted such abuse will keep happening until social media companies decide to bring in stronger punishments.
"Let me break my Sunday silence and just say here we go again," he wrote. "It’s so predictable now, it makes a mockery of Instagram's comments this week.
"I wonder if this account will be barred for a month and collect their ‘Insta slap on the wrist’ and ‘don’t do that again’ talk."
Townsend's comments came in response to a message from Facebook, the company that owns Instagram, who recently insisted they would not permanently ban a user who was found guilty of abusing Swansea's Yan Dhanda.
"You see these social media companies advertising 'No To Racism', 'Kick it Out', but, when push comes to shove and it's the reality of people sending racist messages, they are actually doing next to nothing," Dhanda told BBC Sport.
"I believe they've banned the guy that racially abused me from sending messages for a couple of days but they've not taken his account off him or gone any further than that."
The racist abuse has only added to the challenges Martial has faced this season. The 25-year-old has managed just seven goals in 29 appearances for United in all competitions this year, but manager Ole Gunnar Solskjaer backed Martial to rediscover his best form soon.
No [I'm not concerned by his form]. I know Anto is working hard to get back to where he was,” Solskjaer said (via the club's official website). “And he'll score goals.
”His attitude is very good. Form is sometimes temporary but class is permanent. The kid's got class. So when he works hard, we know it's going to come out with the good performances in the end.”