The ethical considerations of neuromarketing are a subject of ongoing debate and scrutiny. At the core of these considerations are issues related to privacy, consent, and transparency. Participants in neuromarketing studies must be fully informed of the nature of the research, the methods used, and how their data will be utilized. Consent must be obtained, and data must be handled with the utmost care and confidentiality. Additionally, the potential for manipulation raises ethical questions about how neuromarketing insights are applied in advertising and sales. Responsible practices must be followed, and ethical guidelines must be adhered to, ensuring that neuromarketing is conducted with integrity and respect for individual autonomy. As the field continues to grow, ongoing dialogue and regulation will be essential to maintaining public trust and ethical standards.