Wolves manager Mick McCarthy has vented his fury at Paul Scharner's celebration in Sunday's Black Country derby.
The West Brom midfielder lifted his shirt to expose a T-shirt with his club's emblem printed on it after they beat Wolves 2-0 at The Hawthornes.
Scharner also executed a classy back-heel to assist Peter Odemwingie's second-half goal as Roy Hodgson's side moved out of the Premier League's relegation zone.
Wolves players Stephen Ward and Stephen Hunt both reacted badly to Scharner revealing the T-shirt as the defeat confirmed their worst start to a season for 27 years.
McCarthy, whose side lost their fifth league game in a row, announced his anger at Scharner's behaviour.
He said: "I don't mind that, the doing tricks on the pitch when you're winning but I don't like the shirt thing.
"To me that's taking the **** and rubbing your nose in it. Players don't like that and they react. Ward was upset by it and something was said by Hunt. There was no need for any of it.
"The referee had said to us before the game about over-celebrating and throwing shirts into the crowd.
"I don't know what it said on the shirt, but it did upset some of my players."
Scharner has revealed that he will put the shirt on eBay, with the winning bid going to a children's charity and said: "It was just a T-shirt my kids gave me with a large West Brom logo on it, that's all. That's why I showed it to our supporters."