A lesson for kids and adults alike after NBC news anchor Brian Williams was caught telling a porkie pie.
The previously highly-respected presenter had, for some time, dined out on a tale about being shot down in a helicopter whilst covering the 2003 Iraq War.
However, his story came to grief in the way his helicopter apparently didn’t when a US veteran recalled his own version of events.
Flight engineer Lance Reynolds wrote: "Sorry dude, I don't remember you being on my aircraft. I do remember you walking up about an hour after we had landed to ask me what had happened."
Caught with his pants down (as opposed to his chopper), Mr Williams was forced to grovel with an on-air mea culpa.
"I made a mistake in recalling the events of 12 years ago," he told NBC viewers. "I want to apologise. I said I was travelling in an aircraft that was hit by RPG fire. I was instead in a following aircraft."
The shame-faced journo then explained that he would be voluntarily disappearing from screens “for several days.”
But he added: "Upon my return, I will continue my career-long effort to be worthy of the trust of those who place their trust in us."
Time will tell whether NBC executives will let him fulfil his pledge.
NBC have since announced that Brian Williams had been suspended for six months without pay for his "inexcusable" actions.