Trudeau, and now his finance minister Bill Morneau, are being looked at for their roles in the affair. The fate of the Canada Student Service Grant remains uncertain.

The Liberal leader clarified the location of the damning video on Friday, a day after it was published exclusively by Global News.

Eric Dezenhall, CEO and co-founder of Washington-based crisis communications firm Dezenhall Resources, told Global News the Prime Minister's repeated apologies might actually hurt him in the long run.