"Never Gonna Give You Up" is the subject of a popular Internet prank known as "rickrolling" involving misleading links (commonly shortened URLs) redirecting to the song's music video.[15] Originally started by users on 4chan, by May 2007, the practice had achieved notoriety on the Internet, and it increased in popularity after its use as a 2008 April Fools' Day joke by various media companies and websites, including YouTube rickrolling all of its featured videos on that day and websites allowing people to rickroll their friends' devices.[16]