Manchester United legend Roy Keane insists Marcus Rashford must own up to being 'an idiot' following his latest antics.
Keane says the penny must drop soon for the England star, claiming he has to start prioritising his football.
Rashford was slapped with a huge fine by United this week after he was spotted clubbing two days in a row in Belfast.
The 26-year-old reported ill for training on Friday and missed Sunday's FA Cup fourth-round win over Newport County.
Marcus Rashford has been called an idiot by former Man Utd captain Roy Keane
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Manager Erik ten Hag said Rashford wasn't well but revealed it was an internal matter that he would deal with.
United confirmed in a statement on Tuesday that the situation had been resolved, with The Sun claiming he had been fined two weeks' wages worth £650,000.
It is the second time Rashford has been on the wrong side of his manager this season after he was condemned for celebrating his birthday after a Manchester derby loss.
He has struggled on the pitch, too, scoring just four goals in all competitions after racking up a career-best 30 last term.
United players were reportedly left angry at the reasons behind Rashford's absence at the weekend.
And Keane says he must apologise to his colleagues for his actions.
"The penny has to drop for him," he said on the Stick to Football podcast.
"When we went into the dressing room, guys wouldn’t pat you on the back and saying, ‘Well done for missing training yesterday’.
"I came back late one time, I went to Nottingham to watch a reserve match, I’d only just come to Manchester United and came in four or five hours late.
"You’re talking about Marcus getting that protection – sometimes you are on your own.
"You’re 26, you’re an experienced player in the dressing room. You must hold your hands up and say, ‘I have been an idiot’."
Keane says football appears to be a 'chore' for Rashford and believes he should block out outside influences to help him focus on playing.
He added: "We talk about him [Rashford], he's a young lad, lots of pressure and he's local, but it doesn't look like he's enjoying his football anymore.
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Roy Keane says the penny must drop for Marcus Rashford at Man Utd
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"It goes hand in hand, what is happening off the pitch and on it.
"Football looks like it's a chore to him, and it shouldn't be. There's pressure on everybody there, but he's a big player for Manchester United. He's shown before that he can produce.
"The cars, the watches, all that is great, but don't forget what comes first – your football.
"Good luck with all that other stuff, but if that is becoming more important than your football, then you're in trouble."
Marcus Rashford could return for Man Utd against Wolves this evening
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Rashford is in contention to be in the United squad for tonight's Premier League match at Wolves.
Ten Hag remained tight-lipped on his player during his press conference on Wednesday.
The Dutchman said: "So he has taken responsibility and for the rest, it's an internal matter. Case closed."
