There is already a lot of debate about the ethicality of neuro-marketing.
This reminds one of the effects that 'Hidden Pesuaders' had in the 60's eventually resulting in a ban of Sub-liminal Advertising in the 1960's when the evidence for sub-liminal advertising was a hoax.
At this stage when one reads about Neuromarketing the claims are often that it gets to read things about what people think that they cannot tell us - most authors claiming that this is the sub-conscious that we are reading. If this is true then the ethics of us knowing things about consumers that they are not aware of is an issue of ethics.
This really gets us back to Hidden Persuaders and good reasons why Neuromarketing should be banned. (Based on a spurious claim by some proponents).
