If you ever hope to be elected to public office, how the electorate perceive you is everything.
You need a squeaky clean Twitter feed, a proven track record helping out around the community and the charm to disarm even the most difficult voters.
It's with this in mind that we present to you George Connolly, Ukip's candidate for the constituency of Wyre Forest on June 8th.
This is his official photo, as per the Wyre Forest Ukip Facebook page.
And here's what people are claiming is his unofficial, very much not-appropriate-for-LinkedIn, photo...
The Liberal Democrats appear to have been the first ones to make the connection at the end of April.
The image was then shared by Huffington Post's politics executive editor Paul Waugh.
As Mr Connolly's Twitter feed is now private, we've been unable to verify the authenticity of the photograph.
indy100 has reached out to Connolly, the Wyre Forest Ukip group and the Ukip Press Office for confirmation or comment on the image.