Newspapers are helping to "fuel racism" by the ways in which they portray young black footballers, says Manchester City forward Raheem Sterling.
It comes after Sterling, 24, faced alleged racist abuse from Chelsea fans during City's 2-0 defeat at Stamford Bridge on Saturday.
Chelsea and the Metropolitan Police are investigating the allegations.
"All I have to say is have a second thought about fair publicity and give all players an equal chance," he said.
In a post on Instagram, Sterling said he "had to laugh" when he heard the alleged racist remarks during the game because he expects "no better".
The Football Association said on Sunday it would support the investigations.
Sterling's comments came the day after police in Scotland arrested two fans for allegedly directing racial abuse at Motherwell substitute Christian Mbulu during his side's defeat at Hearts.
In his post, England international Sterling cites newspaper headlines about team-mates Tosin Adarabioyo and Phil Foden buying houses.
The headline referring to 21-year-old defender Adarabioyo - who is on loan at West Brom - focuses on how he spent £2.25m on a property "despite having never started a Premier League match".
By contrast, midfielder Foden, 18, "buys a £2m home for his mum" and is later described as having "set up a future".
"You have two young players starting out their careers - both play for the same team, both have done the right thing, which is buy a new house for their mothers who have put in a lot of time and love into helping them get where they are," Sterling said.
"But look at how the newspapers get their message across for the young black player and then for the young white player.
"I think this is unacceptable, both innocent, have not done a thing wrong but just by the way it has been worded, this young black kid is looked at in a bad light, which helps fuel racism and aggressive behaviour."
Newspapers v Sterling
Sterling has frequently found himself at the centre of attention throughout his career, most recently for a tattoo of a rifle on his leg earlier this year.
He later defended the tattoo, saying it had a "deeper meaning" and referred to his late father, who was killed in Kingston, Jamaica.
That followed criticism for proposing to his girlfriend, purchasing clothes at high-street chain Primark, and for buying his mother a house.
In June, in a piece with the Players' Tribune, he said he no longer worried about criticism of his lifestyle
The Black Collective of Media in Sport (BCOMS) said it hoped Sterling's comments would "serve as a wake-up call not just for the newspapers, but all the media".
A statement read: "BCOMS stands with Raheem Sterling and thanks him for raising the issue of how the media portrays black footballers and communities across the country."
On Sunday, an FA spokesperson said: "We take all allegations of discrimination extremely seriously and will work with the clubs and the relevant authorities to ensure this matter is dealt with appropriately.
"We strongly condemn all forms of discrimination and encourage all fans and participants who believe that they have been the subject of, or witness to, discriminatory abuse to report it through the appropriate channels: the FA, our county FAs or our partners Kick It Out."
The Premier League also issued a statement, saying: "The club and the police are rightly investigating this serious matter.
"The Premier League and the clubs are opposed to all forms of discrimination in football and if anyone is found to have racially abused a Premier League player they deserve to be punished. We will support any action taken by the club or the authorities."