Is there a shark in Lake Ontario? Umm, no.

A video purporting to showing some fishermen encountering a shark off Wolfe Island in Lake Ontario was recently posted to YouTube. The video has been making the social media rounds and drumming up all kinds of online arguing about the “shark” seen in the video. The video even drew concern from Canada’s Minister of Natural Resources and Forestry, Bill Mauro. However, it would seem all the hype was for naught, unless you count the publicity it has generated for Shark Week 2014.

According to Canada’s Global News, it turns out that the video is actually part of the marketing campaign for Discovery’s upcoming week of shark programming and is nothing more than a PR stunt. According to a press release from Discovery, a ‘life-like’ prosthetic shark was used for the video.

Well played, Discovery. Well played, indeed.

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