Exploring the Evolving Landscape of Neuromarketing Ethics.

This article examines the evolving ethical landscape of neuromarketing—methods that analyze consumers’ subconscious responses to influence behavior—through the combined theoretical lenses of agency theory and stakeholder theory. Drawing on in-depth interviews with twelve neuromarketing experts from eleven countries, the study identifies key ethical concerns including informed consent, privacy and data protection, potential manipulation, regulatory inconsistencies, and the balance between commercial goals and consumer welfare. It proposes a novel neuromarketing ethics framework aimed at guiding businesses, service providers, regulators, governments, and consumers to reduce agency conflicts, protect sensitive neurodata, and foster trust among diverse stakeholders. The study highlights the insufficiency of current ethical regimes in addressing rapid technological advances and calls for consistent, transparent, and inclusive governance to ensure responsible neuromarketing practices globally.