Ethical Implications of Neuromarketing: The Context of Sustainable Development Goals (SDGs)

In the last decade, the field of neuromarketing has undergone notable advancements owing to technological innovations, globalization, and related factors, which have resulted in its greater acceptance in both academic and business communities. Although the findings of neuromarketing have been demonstrated to have a considerable impact on marketing, the ethical implications of this field continue to be a perennial topic of debate. This study is based on desk research, which include available documents, ongoing neuromarketing projects, and previous research findings. Thus, the main goal of this paper is to provide a comprehensive overview of the ethics in neuromarketing research and provide an answer to an everlasting question of the ethical dilemma regarding the implementation of findings within the spectrum of neuromarketing methods and how the findings are being acquired and used, through the lenses of the Sustainable Development Goals, and taking into account the available information and insights from prior studies.