It's easy to forget that Sunday newspaper The People still exists. But every now and then the paper steps out of the shadows with claims of a scoop all of its very own.
After weeks of scrabbling around, trying in vain to dish some dirt on Prince William's stag do all other tabloids had pretty much given up the ghost on that coveted exclusive. But The People never gave up and this morning it hit the nation's newstands with this splash, right.
What they don't tell us on the front page - and why would they - is that the pictures are actually nine years old and absolutely nothing to do with Prince William's stag do.
What's more, it's not even that "exclusive" given the pictures, taken at a friend's 21st birthday party, circulated widely online in 2002 and appeared in a number of overseas publications at the time.
The degree to which this cover attempts to mislead readers suggests The People should actually be answerable to Trading Standards rather than the PCC on this one.