Advertising may be virtually any communication that impacts on consumers’ impressions about a marketer’s products or services, or even policies and practices. Traditional media did not have much difficulty distinguishing editorial content from the paid insertions that were authored by an advertiser, but now the integration of brand messages into the content stream is exploding. Today, virtually all content creators, including trusted news sources, are creating content supported in a variety of ways by advertisers. Public relations and corporate communications that were earlier viewed as ‘editorial’ material, now must be reviewed in terms of the stricter tests imposed on advertising. Press releases, letters to newspapers and content that is placed or even made available in the stream of digital media may be deemed to be advertising. Digital media afford an instant opportunity to move from editorial to purchase, perhaps with a revenue share for the content provider, and this too may cause the content to be viewed as advertising.