Former England manager Kevin Keegan says Wayne Rooney cannot blame press intrusion for his recent run of poor performances for Manchester United.
The 24-year-old, who has been at the centre of allegations about his private life, has scored one goal in six games for United so far this season.
And Keegan believes Rooney's lifestyle choices have not helped the striker.
"You can't then turn around and say there's too much paparazzi around or too much publicity," Keegan told ESPN.
"You can't have all the contracts, sell your wedding to magazines and things like this, and suddenly say, 'That's the tap I want to turn on but we want to turn the other one off'.
His performance at Bolton tells me his confidence is shot
Kevin Keegan
"It's just one tap and I know from when I played that if you are advertising boots and all these things, you have to go and make appearances. You are going to appear in the paper.
"But the one thing I would say is keep your home and your family out of it and just take your endorsements if that's what you want to do.
"One minute you are courting it, the next minute you're saying 'I don't want this'."
United manager Sir Alex Ferguson said Rooney has been feeling the strain of the media's scrutiny and was again lacklustre in their 2-2 draw with Bolton at the Reebok Stadium on Sunday.
Rooney was replaced by Federico Macheda in the 61st minute, although the former Everton striker had an ice pack applied to his ankle soon after his substitution.
But assistant manager Mike Phelan said the striker should be fit for United's Champions League match against Valencia on Wednesday.
But Keegan disagreed with Ferguson's assertion that Rooney has not lost his confidence.
"His performance at Bolton tells me his confidence is shot," added Keegan.
"Last year, you'd fancy him to put some of these chances into the net. For United to get back to where they should be - and winning at places like Bolton - they need to be getting Wayne Rooney firing on all cylinders."
Long live king kev
The 24-year-old, who has been at the centre of allegations about his private life, has scored one goal in six games for United so far this season.
And Keegan believes Rooney's lifestyle choices have not helped the striker.
"You can't then turn around and say there's too much paparazzi around or too much publicity," Keegan told ESPN.
"You can't have all the contracts, sell your wedding to magazines and things like this, and suddenly say, 'That's the tap I want to turn on but we want to turn the other one off'.
His performance at Bolton tells me his confidence is shot
Kevin Keegan
"It's just one tap and I know from when I played that if you are advertising boots and all these things, you have to go and make appearances. You are going to appear in the paper.
"But the one thing I would say is keep your home and your family out of it and just take your endorsements if that's what you want to do.
"One minute you are courting it, the next minute you're saying 'I don't want this'."
United manager Sir Alex Ferguson said Rooney has been feeling the strain of the media's scrutiny and was again lacklustre in their 2-2 draw with Bolton at the Reebok Stadium on Sunday.
Rooney was replaced by Federico Macheda in the 61st minute, although the former Everton striker had an ice pack applied to his ankle soon after his substitution.
But assistant manager Mike Phelan said the striker should be fit for United's Champions League match against Valencia on Wednesday.
But Keegan disagreed with Ferguson's assertion that Rooney has not lost his confidence.
"His performance at Bolton tells me his confidence is shot," added Keegan.
"Last year, you'd fancy him to put some of these chances into the net. For United to get back to where they should be - and winning at places like Bolton - they need to be getting Wayne Rooney firing on all cylinders."
Long live king kev