David Cunliffe is in deep political trouble. So deep that his resignation as Labour's leader may now be very much in order.
It now emerges that - contrary to the point-blank denials that Cunliffe gave to a press conference only yesterday - that he did assist controversial businessman Donghua Liu in the latter's application for New Zealand residency.
At a minimum, the revelation that Cunliffe wrote a letter to immigration officials seeking information on progress regarding the residency application is a massive blow to the Labour leader's personal credibility. How can anyone have any confidence in what he says from here on?
Cunliffe may argue that the letter was about immigration processes and written on a constituent's behalf - something MPs frequently do - and therefore was not an endorsement of the application.
But that does not wash. Either deliberately or through a lapse of memory, Cunliffe has been economical with the truth. He has called for National Party ministers' heads to roll for the equivalent or less. Having set the standard required of others, it is incumbent on him to himself follow suit.