Being a dick isn't against the rules, fair play is not a written rule but rather something between the lines. If UEFA are so disgusted by this, they should legislate on it so it can't repeat itself in the future. But banning him for not breaking the rules is wrong. If it we were not the benefitting from it, I would be fuming that he got a penalty at all.
@Nzoric
What he did was actually against the rules. Here is what law he broke:
Article 5k:
Member associations and clubs, as well as their players, officials and members,
shall conduct themselves according to the principles of loyalty, integrity and
sportsmanship.
For example, a breach of these principles is committed by anyone:
who behaves in an unsporting manner to gain an advantage.
http://www.uefa.com/MultimediaFiles/Download/Tech/uefaorg/General/01/81/94/48/1819448_DOWNLOAD.pdf
Of course you could argue that what Shakhtar did wasn't behaving in an unsporting manner, but nobody of value has claimed that what they did wasn't wrong. Even Shakhtar's president has admitted their mistake. Basically, everybody including themself think that what they did was behaving in an unsporting manner.
So why shouldn't Shakhtar be punished? I'll admit that it's a shame that there isn't a specific ruling for this specific problem, but then again, it's impossible to make a rule for everything. This is the first time I've ever seen this happen, and it only happened because the referee wasn't smart enough to stop the incident. As I see it, what Shakhtar did was clearly wrong. There's a rule against behaving in an unsporting manner and they clearly broke it. Punishing Shakhtar is the only right thing to do.
The problem is that it's difficult to decide how to punish them. In my opinion, this wasn't only Luiz Adriano's fault. I think the whole Shakhtar team and especially the manager failed to act fair. However, you can't blame the rest of the team for not giving Nordsjælland a goal back afterwards because that is what the manager (Lucescu) should have told his team to do. So I think the manager should be punished as well. In my opinion, UEFA should have fined Shakhtar and given Luiz Adriano and Mircea Lucescu at least a 3 day ban each.