Against

• ethical concerns abou validity of the data, leading to debates of accuracy and reliability as they cannot accurately predict consumers

  not 100% conclusive

  still flaws as deception to by a product
• Lack of clear standardised guidelines

  • Nelson found 5% of brain scans lead to incidental findings like tumours and are not required to report it which can cause psychological harm
  • Wilson: access to inner thoughts denying freedom
• In conclusion, neuromarketing has economic benefits but concern of lack of clear guidelines