Welcome to the worst day on the internet! As Chaim Gartenberg pointed out years ago, brands and a holiday dedicated to hoaxes are rarely a winning combo. If you’re a company with any kind of social media presence in 2025, you really, truly only have four options on April Fools’ Day:

April Fools' Day is celebrated worldwide, and many countries have their own unique pranks and jokes. In France, paper fish are often put on someone's back as a joke because the fish are said to be young and, therefore, easily caught. The prank is called the "April Fish," and those who get the fish placed on their backs are seen as gullible.

From France to Iceland to the United States, April Fools’ Day is celebrated with practical jokes and elaborate hoaxes.