Never Gonna Give You Up is the subject of a popular Internet prank known as rickrolling involving misleading links redirecting to the song’s music video. By May 2007, the practice had achieved notoriety on the Internet, and it increased in popularity after its use as a 2008 Apr Fool’s Day joke by various media companies and websites, including YouTube rickrolling all of its featured videos on that day and a website allowing people to Rickroll their friends’ phones.