The rise of neuromarketing: discovering security and ethical implications

Neuromarketing has emerged as an interdisciplinary field that applies neuroscientific and psychophysiological methods to the study of consumer behavior. By collecting and analyzing neurophysiological signals such as electroencephalography (EEG) activity, eye movements, heart-rate variability, and other biometric indicators, neuromarketing aims to reveal cognitive and emotional processes that influence decision-making beyond conscious awareness. While these techniques promise more precise insights for advertising, user experience design, and consumer analytics, they also introduce significant security, ethical, and legal challenges due to the sensitive nature of the data involved. This thesis examines the rise of neuromarketing from the perspective of information security and ethics, with a particular focus on how neurophysiological data are collected, processed, stored, and commercially deployed. The study analyzes current neuromarketing practices by reviewing academic literature and industry-relevant research, identifying vulnerabilities across the neurodata lifecycle. Key security risks include data breaches, unauthorized access, reidentification threats, and the long-term misuse of biometric and neural data. In parallel, the thesis explores ethical concerns related to informed consent, transparency, consumer autonomy, and the potential manipulation of behavior through subconscious influence. The research further evaluates the adequacy of existing legal and regulatory frameworks, with emphasis on the General Data Protection Regulation (GDPR), in addressing the unique characteristics of neurophysiological data. The analysis highlights structural gaps in current data protection regimes, particularly regarding the inferential power, permanence, and sensitivity of neural data, as well as the lack of sector-specific standards for neuromarketing. Based on the identified security, ethical, and regulatory challenges, the thesis proposes conceptual guidelines and policy-oriented recommendations aimed at promoting secure, transparent, and ethically responsible neuromarketing practices. By framing neuromarketing as both a technological innovation and a potential vector for cognitive and privacy risks, this study contributes to ongoing discussions on mental privacy, data protection, and the governance of emerging neurotechnologies in commercial environments.