Neuroethics for neuromarketing and advertising on YouTube: Values and principles

Abstract

This article examines the neuroethical challenges arising from the application of neuromarketing in digital advertising, with a specific focus on the YouTube platform, through an integrative systematic review of the scientific literature. Its main objective is to identify the neuroethical values and principles affected by the use of neuroscientific techniques—such as eye-tracking and facial coding—applied to the optimization of audiovisual content and advertising strategies. The methodology is based on scientific mapping following PRISMA guidelines, using searches in major international databases. Both theoretical and empirical studies were analyzed, and findings were organized around thematic axes such as autonomy, privacy, audience vulnerability and algorithmic control. The results show that the convergence of neuromarketing techniques with YouTube’s recommendation algorithms intensifies the risk of unconscious manipulation, weakens informed consent, and threatens privacy through the use of biometric and neurophysiological data. The main conclusion is that the most severely compromised values are autonomy and the protection of vulnerable populations, especially minors. The article argues for the development of an integrated neuroethical framework combining bioethics and artificial intelligence ethics, and for a shift toward proactive regulation of digital platform algorithmic design.