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"Lebec provided the positioning strategy, the tools, and the insights to enter the US market successfully and with credibility," a spokeswoman for Sentebale said.

Do you think the current members of the party have the credibility to make that argument with the public?

The charity said it was important for Sentebale to "build credibility" in the US and that the project had "successfully delivered against every deliverable".

The decline of April Fool's Day news stories comes against "a backdrop of growing scepticism about news in general," Prof Allan adds, "where playing with journalistic credibility may actually prove damaging".

Matthew, Mark, Luke and John were names added afterward, to lend credibility, derived from men in Jesus’ inner circle.