'Promotional activity, delivered through a digital medium, that seeks to maximize impact through creative and/or analytical methods, including:

• creative methods to activate implicit emotional persuasion, such as building engagement in social networks (e-Word-of-Mouth); using immersive narratives or social- entertainment- and humour-based approaches; using 'influencers' popular with children, such as YouTube 'vloggers' (video bloggers); using augmented reality, online games and virtual environments; or
• analysis of emotions, responses, preferences, behaviour and location to target specific groups, individuals and particular moments of vulnerability or to maximize the impact of creative methods.'