For celebrities, the mea culpa has become almost as common as red carpet affairs and trashy tabloid headlines.
Chris Brown is the latest star to make waves with a public apology, saying he's sorry for allegedly beating and bruising his pop star girlfriend Rihanna. The move came almost six months after their pre-Grammy Awards altercation.
In a video posted on his YouTube page Monday, the 20-year-old R&B singer apologizes to his fans, claims to have apologized to 21-year-old Rihanna "countless times," reiterates that he's seeking help and explains why he didn't open up sooner.
"Since February my attorney has advised me not to speak out, even though since the incident I wanted to publicly express my deepest regret and accept full responsibility," Brown begins.
"Although I would do some interviews and answer some questions in the future, I felt it was time you heard directly from me that I am sorry. I have tried to live my life in a way that would make those around me proud of me, and until recently, I think I was doing a pretty good job. I wish I had the chance to live those few moments again, but unfortunately I can't."
"I cannot go into what happened, and most importantly, I'm not going to sit here and make any excuses. I take great pride in me being able to exercise self-control and what I did was inexcusable. I am very sad and very ashamed of what I've done."
Brown, clad in a red jacket and speaking directly to the camera, goes on to add that he's seeking help to ensure "that what occurred in February can never happen again." He concludes the two-minute long video with the assertion, "I intend to live my life so that I am truly worthy of the term 'role model.'"
If it seems we're seeing more celebrity apologies these days, it's probably because, given the speeded-up technology-filled world we live in today, we're also seeing more celebrity gaffes and missteps.
"People in the public eye are scrutinized tremendously, and every word they say is examined publicly," etiquette expert Harriette Cole told ABCNews.com. "So when someone misspeaks or says something rude or hurtful, it's critical that that person apologize.
"Given the nature of the media, once something is said or written, it exists forever," she added. "So it is very important to correct your record. And the best way to correct your record is to do so when you truly regret whatever it is what you did or said." Here are some other celebrities who have had mea culpa moment recently: