It’s one of Donald Trump’s favourite retorts - “fake news” - but today its serious business for newspaper and companies alike, but all in the interests of amusement.
But today’s clear winner was the European parliament, with a stinging blow right to the heart of the Brexit debate - the blue passport.
The European parliament trolled the UK like a demon on Sunday, suggesting that the new EU passports are to become dark blue, a move that would ruin more than just the long weekend of Brexiteers.
THE OBSERVER - BREXIT, THE EMOJI
With Brexit flavoring most news stories during the previous 12 months its perhaps no surprise that The Observer chose it as their April Fools’ gag.
The newspaper suggested an Italian firm had made Brexit and Remain emojis, dubbed Brexit Bulldog and Starry Blue.
MAIL ON SUNDAY
With Prince Harry and Meghan Markle set to marry in May the couple were always gong to feature in one publication’s April Fools’ Day prank.
The Mail suggested Harry’s stag weekend was to feature “yoga, yurts and chakra realignment”, in a piece stating “new-age Meghan has made her Markle on bad-boy Prince”.
* Trusted Housesitter got in on the royal theme with a gag that was so bland it was almost believable.
It ran an advert seeking a dog sitter for Meghan’s pooch.
SUN ON SUNDAY
With Russia’s hosting of the World Cup still being hotly debated, the Sun on Sunday suggested referees would use Virtual Reality headsets to make their decisions.
Fifa spokesperson Avril Blague is quoted by the newspaper as saying: “The trials proved this headset is the future for Virtual Assistant Referee technology.”
The Express claimed scientists are working to create butterflies with Union Jack designs on their wings, to be released at the royal wedding.
Dr Olaf Ripol, of the Ludwigean Breeding Centre in Derbyshire, said it had been a painstaking labour of love to get the colours just right, telling the newspaper: “Our first attempts were less than regal.
“It has taken years to get to this point but we are hopeful that we will have the full red, white and blue Union Jack that everyone loves in time for the big day.”
VIRGIN AUSTRALIA - GET FIT WHILE FLYING
Richard Branson’s airline, who work hard every April to deliver the best hoax, spun a real story this year.
Virgin claimed to have launched the world’s first in-flight spin cycling studio so passengers could keep fit with flying long-haul.
CHOCOLATE - A DELICIOUS DECEPTION
Chocolate was used as a sweet tool of deception by two major companies - Heinz and Burger King.
Heinz announced plans to launch the world’s first chocolate mayonnaise, which sounds great in principal. After all, who wouldn’t want to lather everything in that sweet sauce? But, the mayonnaise would be a nasty substitute in the myriad of recipes the product features in.
Burger King’s Whopper, was a Chocolate Whopper, no doubt delicious enough to destroy any waist line.
Thankfully, it isn’t being released.
A SCENT STRAIGHT FROM THE PAGES.... OF A CATALOGUE
Argos’ latest offering this April Fools’ was ‘Eau de Catalogue’, a scent diffuser for those who love the smell of their catalogue.
Nothing ever smelt so cheap.
NO DAY OF FOOLS WITHOUT DONALD
Energy drink company Carabao got in on the act with the launch of a mandarin flavoured drink - the colour of which was said to be that of US President Donald Trump.
Kraken Rum also got in on the gag, with a fake news report presented by Michael Buerk suggesting a 14m-long ‘Kraken’ sea monster had been seen emerging from the river Thames.
Buerk commented: “Experts have been searching for years for the beast from the deep, and it has popped up here in central London, it is an extraordinary sighting and I had to come down and be first to bank the story. We’ve already seen our news feed picked up by other networks around the world.”
The soft-drink giant’s gag attempted to cash-in on the avocado obsession of youth, announcing it as a new drink flavour.
In a brunch selection of beverages, Coca-Cola said it was also launching sourdough and charcoal flavoured drinks.