At this time of year, academic journals receive new, updated information about their Impact Factor (IF). which is used as a proxy marker of a journal’s prestige. Although this metric has been criticized …often… in general, the higher the IF, the more prestigious the journal. When information about a new IF is positive (has increased), this usually leads journals to circulate promotional emails or purchase online ads to tout the journals’ success and prominence. This was recently the case for Paediatrics and Child Health, the official journal of the Canadian Paediatric Society.