Some views about neuromarketing
             •   ‘If neuromarketing techniques are used properly, we’ll have better ads, better products, 
                 and happier customers. Who wouldn’t want a product they liked more or a less boring 
                 commercial? Would consumers really be better off if companies annoyed them with 
                 ineffective but costly ad campaigns?
              
             •   Any marketing tool can be 'evil' if the company behind it misuses it. Advertising can be fun 
                 and informative; it can also contain false information or misrepresent the product… 
                 Neuromarketing is simply another technique that marketers can use to understand their 
                 customers and serve them better’ Roger Dooley (Dooley, 2011).
             •   This context suggests that external constraints on decision making imposed by 
                 applications of neural manipulation are possible violations. Transgressions are particularly 
                 troublesome when manipulation occurs without explicit awareness, consent, and 
                 understanding’ (Wilson et al., 2008).
    The broad scope of 
    neuromarketing 1/2
     Ethics in neuromarketing is partially 
     dependent on where the system boundary is 
     drawn
     The private and public spheres have 
     different standards as to what is acceptable.
     The manufacturer or neuromarketer needs 
     to know what they are conveying; and the 
     audience needs to appreciate what they 
     should get from a communication and not 
     something else. 
          The broad scope of 
          neuromarketing 2/2
             Ethical viewpoints:
             •   Utilitarian viewpoint; what is for the greatest 
                 good in aggregate as a community
             •   Ethical egoism; individually focused
             You can not only follow your ethical 
             viewpoint, but you should compare it with 
             the international standard or others’ ethics
             Ethical Code of Neuromarketing
    Ethical Code of Neuromarketing
     NMSBA (Neuromarketing Science and Business Association) created the 
     NMSBA Code of Ethics for the Application of Neuroscience in Business.
     ESOMAR (European Society for Opinion and Market Research) created 36 
     Questions to Help Commission Neuroscience Research
     ICC (International Chambre of Commerce) created guidelines, codes and rules 
     and put it together in Advertising and marketing communication practice 
     Consolidated ICC Code.
     Together they provide a framework and advice on how to carry out 
     neuromarketing research
          Ethical issues affecting 
          neuromarketing 
             •   Consumer protection; There is a difference between identifying that need, and 
                 perhaps arranging a diner in a way that raises anxiety levels and then promotes 
                 'solutions' to feeling anxious
             •   Free Speech; This can be reduced to the debate over free will, and how much free 
                 will we really have in the face of propaganda, the onslaught of advertising or peer 
                 pressure shaped by those forces. This question of ‘autonomy’ which is the ability to 
                 make and do things of your own volition, and the rights for a corporate person, or 
                 anyone else to influence it when it is commercial speech is strongly debated 
             •   Unfair commercial practices; How ethical would it be if optical illusions, like 
                 moving pictures technology, was applied to a product placement as part of the 
                 marketing mix so a consumer did not notice something was absent, which they 
                 normally relied upon for decision making?