Tite said his dance celebration during Brazil's win over South Korea was an expression of pure joy, but Roy said it was disrespectful and likened it to watching an episode of Strictly Come Dancing.
Brazil's players rushed over to the dugout after Richarlison put the five-time world champion three times up inside 30 minutes.
Brazil went on to score again before half-time in what was a brilliant display of attacking football, but Keane was not impressed with their actions.
The Sky Sports pundit said he couldn't believe what he was watching.
I don't enjoy it. The people say it's their culture. I don't think that's right. They are doing it four times.
The manager gets involved after the first jig and I don't mind that at all. I don't like it. I don't think it is a good idea.
After the match, Brazil boss Tite stressed that the celebrations were not meant to insult South Korea, but to bond with his young team.
He said there was no interpretation other than happiness at the goal, happiness for the team, and happiness for the performance.
There was no disrespect towards the opposition or towards the South Korean coach.
We try to understand the players. Part of their language is dancing and I try to adapt it to their language.
Croatia will face Brazil in the World Cup quarter-finals on Friday, after the two teams met in the group stage.
Sky sports' Nick Wright.
It was the centre-backs, Marquinhos and Thiago Silva, who combined to set up Richarlison's brilliant third goal.
They were all at it from the beginning, toying with South Korea and administering brutal punishment, a reminder of why Brazil are the favourite to win it.
Richarlison's strike, in which he juggled the ball on his head, was the pick of the four. The Spurs forward, who scored an overhead kick against Serbia, appears to have his own goal in mind.
There was a lot to like about the other people.
Vinicius Jr took the ball under his spell and bent it around four South Korean players on the goal-line for the opener.
The Real Madrid man turned provider, his delicate, lofted centre finding the onrushing Lucas Paqueta without the need for him to break his stride.
There were many more moments to enjoy, from the dancing celebrations to the showboating brilliance that drew gasps from the crowd.
As we know them, this was Brazil.
The speed, precision and sheer enjoyment of Brazil's display evoked memories of their best sides. As he watched from his hospital bed, the players held up a banner with his picture on it. The great man was likely to approve of what he saw. The country has arrived.