This study investigates the ethical and legal challenges posed by neuromarketing techniques in light of the California Consumer Privacy Act (CCPA). Employing a mixed-methods research design, this study analyzes case studies from prominent corporations alongside a detailed review of CCPA legislation and relevant academic literature. This study highlights the tension between marketing innovation and consumer privacy, revealing that while neuromarketing offers profound insights into consumer behavior, it also raises significant privacy concerns. These include the covert collection of neurodata and the potential for consumer manipulation. Although the CCPA provides a robust framework for consumer protection, it requires constant updates to address the new technological developments in neuromarketing. The paper concludes with recommendations for enhancing legal frameworks and promoting ethical marketing practices to effectively safeguard consumer rights.