All Blacks' first five-eighth Lima Sopoaga has been quick to apologise for a homophobic comment he made on social media.
Sopoaga's Highlanders team-mate Malakai Fekitoa posted a photo of Fekitoa being kissed by two of his team-mates on Instagram and Sopoaga commented "hah gayyyyyyyyyyye".
That may have been a reference to the internet meme which spawned from the television show Community, but it didn't go down well.
Sopoaga deleted the off-the-cuff comment and apologized immediately once he realised he may have upset people.
"Sorry to anyone who took offence to my comment above," Sopoaga wrote.
"I'm not homophobic but understand how my comment may have been interpreted that way. Chur have a nice day."
In August, Chiefs player Michael Allardice apologised for making a homophobic comment at an Chiefs end-of-season function.
Jeremy Brankin, who has captained gay and inclusive rugby team the New Zealand Falcons for the past three years, was offended by the post.
Brankin wrote a column for Radio New Zealand and said with all the emphasis on respect and responsibility in rugby today, why was he seeing an All Black use the word gay in such a manner in a public forum.
"Is it a lack of knowledge, ignorance - or do these players not give a damn? The answer needs to come from self-reflection at an individual and organisational level," Brankin said.
He said representative players are an extension and public face, of the New Zealand Rugby Union.
"They must act accordingly - or be questioned on their deviation from the purported NZRU principles. More than just towing [sic] the line, the All Blacks are role models in New Zealand and worldwide, not just for rugby players.
"The All Blacks prove themselves time and again on the field (and will hopefully do so against the British Lions). It is time these players showed respect and responsibility off the field as well?"
Photo by: Dianne Manson (Lima Sopoaga may have upset some people with an off-the-cuff comment on social media).