This will change dramatically in the case of brand immersive apps, as the medium will be an actual extension of the brand itself, becoming a vehicle to develop complementary revenue beyond the product sale.

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Such a recommendation implies a significant cut in current levels of spending, though it is suggested the change should be implemented in the medium term.

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"One advantage it has over other services is that it can change quickly if hashtags become a polluted medium and it might keep one step ahead of the spammers, " he said.

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Mr Magag is said to be 6ft 2in tall, of slim to medium build, with a beard, although police say it is possible he may try to change his appearance.

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