The Uruguayan striker has again come under scrutiny for diving following the Reds' scoreless draw with Stoke City with calls from outside sources to ban him for three games.
There is plenty of unheralded negativity being directed towards Suarez but Ayre suggests that past incidences are working against the player.
"I think it's reputation because of what happened last season," Ayre told Sky Sports News.
"Now everything Luis Suarez does is in the spotlight, but if we are going to treat people because of something they do on the pitch then we should treat everybody equally.
"I am not saying that anyone in particular is targeting him, what I am saying is if there is going to be a debate, whether it's a media debate or other, then it has been to be a fair one about everybody and not about Luis Suarez which seems to be the case.
"The most important thing is it doesn't affect Luis, he just turns it on each week and puts himself out there and he will keep going and that is what we need from him."