Michael Phelps has been in the apologising business lately after a newspaper published a photograph of him inhaling from a marijuana pipe.

The current mea culpa comes in the form of an internet video addressing Chinese fans. The Olympic champion's plea for forgiveness helped salvage his seven-figure endorsement contract with Mazda.

In the subtitled video, Phelps admits to his marijuana misdeeds saying: "As many of you know, I recently engaged in behaviour which was regrettable and not what people have come to expect from me."

"To the young people of China, please learn a lesson from this. Be positive in life, and do the right things. I've had so many great experiences in China over the past few years, and have enjoyed learning about your culture and your history."

Although his advertising deal with Mazda was saved, the swimmer didn't have as much luck with Kellogg's. Last week the cereal and snack maker refused to renew Phelps's endorsement deal.