ret = xgbe_phy_sfp_get_mux(pdata);
        if (ret) {
-               netdev_err(pdata->netdev, "I2C error setting SFP MUX\n");
+               dev_err_once(pdata->dev, "%s: I2C error setting SFP MUX\n",
+                            netdev_name(pdata->netdev));
                return ret;
        }
 
                                &eeprom_addr, sizeof(eeprom_addr),
                                &sfp_eeprom, sizeof(sfp_eeprom));
        if (ret) {
-               netdev_err(pdata->netdev, "I2C error reading SFP EEPROM\n");
+               dev_err_once(pdata->dev, "%s: I2C error reading SFP EEPROM\n",
+                            netdev_name(pdata->netdev));
                goto put;
        }
 
                                &gpio_reg, sizeof(gpio_reg),
                                gpio_ports, sizeof(gpio_ports));
        if (ret) {
-               netdev_err(pdata->netdev, "I2C error reading SFP GPIOs\n");
+               dev_err_once(pdata->dev, "%s: I2C error reading SFP GPIOs\n",
+                            netdev_name(pdata->netdev));
                return;
        }