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Companies are targeting the metaverse to reach new generations. It allows marketers to create a virtual and augmented reality world to promote their brands and products. Digital marketing is a popular tool for promotion but has limitations in that customers are not able to get a 3D overview of the product. Metaverse offers an immersive experience to customers, and it is a future marketing platform that gives real-life experience to explore different brands, products, and services in the 3D interactive digital space. Many companies have started using metaverse to promote their products, especially real estate, gaming, fashion, automobile, etc. There is enormous scope for neuromarketing through the metaverse. Metaverse integrates the real physical world and virtual reality to create an environment where consumers and marketers can communicate the utility, application, attributes, and content of products.

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A relatively new emerging research field called neuromarketing bridges the conventional gaps between neuroscience, neuroeconomics, and marketing research. An emerging area called neuromarketing uses neuroscience methods in academic and commercial studies to explain customers' preferences, motivating factors, and preconceptions to better understand the consumer's mind. Additionally, those who reject neuromarketing think it is ethically wrong and shouldn't even be inferred to read consumers' minds to improve the company's products and services. The authors discuss prevalent ethical issues with neuromarketing in this research paper. They contend that considering the current capabilities for businesses to stay cautious, the most commonly raised issues are consent, secrecy, privacy, selflessness, and no maliciousness. Nevertheless, the authors point out how the company's largely unique neuromarketing practices may give rise to potentially severe ethical problems. They conclude that businesses can use neuromarketing to remain anxious and reduce the positive effects on society.