HELP!! Nipple biting!!

Any one else’s LO’s been bitting their nipples? Not just on accident while nursing but intentionally biting down? I’ve tried saying No sternly, will pull him off and then attempt to get him to latch back on but he will just bite down again and smile. He bites down so hard I have to take my pinky finger to pry his little gums apart. 💀

Once I pull him off he acts like he is starving and wants to nurse again. I don’t know what to do at this point. I was thinking of reaching out to his pediatrician but I that doesn’t seem like something they would really know much about. Would reaching out to a lactation consultant be a better option?

Also has anyone else been dealing with this with their little ones? I never experienced this with my oldest. 😩

Pic for cuteness!