After the Queen jumped out of a helicopter with James Bond to open London 2012 you would think journalists would be a bit more cautious about a video which appeared yesterday showing former weatherman Michael Fish, 68, base-jumping from a 200-feet high London office block.
It even popped up in print in the Evening Standard's diary last night.
All these outlets reported the far-fetched yarn as fact.
A call to eco fashion brand Rapanui, which organised the stunt to raise awareness about global warming and, presumably, themselves revealed that the story was in fact a spoof.
I know it's the silly season, but surely stories have to be at least a little bit true?