video1017867536 - Copie
Apr 02, 2026 16:42
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Welcome back, everyone, to our ongoing discussion on neuroscience and law.
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In our first lecture, we explored the concept of free will and the role of neuroscience in decision-making.
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Today, we are going even deeper into the brain mechanism that shape our choices, often without us even realizing it.
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We will begin with an important framework by Ernest and Paulus, which breaks down decision-making into three shapes.
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Evaluation, selection, and outcome assessment.
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Understanding the stage is crucial because they reveal how brain processes choices, not just in everyday life.
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But also in legal context and even in marketing.
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But here's the question.
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Are we really in control of our decisions?
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Or are the hidden forces like memory, emotions, and subliminal messages steering us in certain directions?
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This is where the intersection of neuroscience, marketing, and law becomes fascinating.
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So let's dive into today's discussion and uncover the unseen forces that influence our decision-making and ultimately our sense of free will.
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So the three stages that we mention now, evaluation, selection, and outcome assessment.
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Each of these stages requires the interaction of different areas within the central nervous system.
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Illustrating that the mental process of decision-making have a well-defined biological substrate.
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This is a vast body of literature of neurobiological process of decision-making.
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But the examples we have highlighted demonstrate that even if willpower remains intangible, the decision-making process brings us closer to understanding it.
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Through this process, it is possible to understand how the nervous system produces decisions and the various factors that can influence individual choices.
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The expression of willpower through decisions and choices, therefore, has a biological foundation shaped by numerous factors, both biological and environmental.
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These factors include individual experiences and life events.
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This further support the idea that while philosophy has historically shaped the theoretical understanding of willpower, characterized by autonomy, freedom, and rationally.
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Neuroscience has made significant strides in explaining mental phenomena.
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These phenomena, once thought to be detached from the body and slowly related to the mind, are now being studied for both medical and non-medical purposes.
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For a medical perspective, neuroscience research aims to address conditions such as addiction, schizophrenia, and obsessive-compulsive disorders.
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For a non-medical perspective, the field of neuro-marketing seeks to study the explicit and implicit mental processes that influence consumer behavior in various marketing contexts,
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fully relying on neuroscience, predicts, and knowledge.
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So, the interdisciplinary approach underscores the growing importance of understanding the biological mechanisms of decision-making
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and how they interact with external factors to influence human behavior.
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This study which arises notably from the synergy between neuroscience and economics,
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a synergy that has given rise to a discipline called neuroeconomics,
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have demonstrated that it is possible to gain a better understanding of individual behavior,
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and more specifically of the individual as a consumer.
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The preferences and motivations.
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This, in turn, allows for a better targeting of customers and consumption to encourage purchasing decisions.
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So, now we will see the role of subliminal messages, memory, and emotions in decision-making with the relation with civil law.
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To understand the influence of unconscious process on decision-making,
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we have some authors presented a study showing how subliminal messages processed by stratum
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can guide an individual's choices without their awareness.
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Another study they discussed demonstrated that the desire of a product increase
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is when individuals imagine themselves in position of someone else desiring that product,
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a phenomenon linked to increased activity in mirror neurons.
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In addition, another author explored how implicit contributions from memory influence economic decisions
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using functional MRI.
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The researchers monitored brain activity in participants tasked with choosing between two brands of the same products.
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For example, beer for men and coffee for women.
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After the products were presented,
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the participants selected their preferred brand by silently repeating its name in their minds.
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So, the study led to two major conclusions.
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The first one, the role of emotions in brand-based decisions.
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Information stored in the brain related to brain recognitions
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activities activities the ventromedial prefrontal cortex,
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suggesting emotional involvement in decision-making and a facilitation of the selection process.
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For products primarily distinguished by brand information,
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there is a non-linear win-win effect for the participants' preferred brand.
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This is characterized by reduced activation in brain area associated with working memory and reasoning
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and increased activation in areas involved processing emotions and self-reflection during decision-making.
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The second one, stomach markers and the influence of brand familiar.
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Building on Damacy's stomach marker hypothesis with postage that emotions influence decision-making.
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The author concluded that a familiar brand serves as a stimuli that triggers a stomach state,
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encouraging the individual...
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...
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to favor that brand.
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Based on the stomach marker hypothesis,
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a first-choice brand, FCB, can be considered a stimulus
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that evokes a stomach state,
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which forces attention on the negative outcome of the decision
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and immediately rules out the negative course of action.
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No-choicing the FCB.
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Alternatively, in the marker is positive,
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it acts as a beacon of incentive to select the FCB.
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In selecting a particular brand,
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implicit memory and emotional associations
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often stored long before the actual decision are casual factors.
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These findings highlight how emotional and unconscious factory
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play a central role in shaping decisions.
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The activation of stomach markers reinforces the idea
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that choices are not always driven by purely rational process,
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but are significantly influenced by previous experiences
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and emotions linked to specific stimuli.
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For the implications for civil law and concept of will,
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this deep, penning understanding of key attributes
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of individual decision-making,
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such as emotions, memory, and subliminal influences,
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can have important implications for civil law,
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particularly contract law,
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because we have the civil law,
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the big branch of private law,
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and then we have very different branches derived from civil law,
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like contract law, like commercial law,
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like others' law.
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So, where will power is the cornstone of legal agreements?
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If decisions are influenced by unconscious processes,
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such as emotional responses to brand or subliminal cues,
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it raises questions about the extent
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which an individual's consent is fully intentional and rational.
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So, by revealing how external stimuli can shape decisions
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without conscience, awareness,
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neuromarketing, and neuroscience contribute to discussion
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on the validity of consent in legal context.
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This knowledge could potentially lead to a re-evaluation
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of how the law assesses and protects autonomy,
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particularly when consent is a key determinant
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of contractual obligations.
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As neuroscience continues to reveal the complexity
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of human decisions-making,
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legal frameworks may need to adapt to ensure
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that the expression of will remains both authentic
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and legally valid,
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safeguarding individuals from undue manipulation,
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because the law has to protect the consumer
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from any manipulation.
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The same in civil law.
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The law has to protect the report of the contract
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from any manipulation.
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So, if there is an impact of neuroscience research
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on civil law,
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we can see in certain situations,
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legal rules already take into account
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the biological elements of any individuals.
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This is particularly evident in civil law.
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Let's take the example of the institution of filiation,
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where blood tests,
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and more recently,
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genetic fingerprint,
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help establish biological parentage.
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We can give another example
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for the legal capacity,
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where an individual's mental...
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health can determine the loss or limitation of the capacity. So as we have seen advances in
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neuroscience now make it possible to understand how the nervous system produces decision and the
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factors that influence them. This raises questions about the autonomy of individuals will when
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external or internal factors may guide the decision-making process. Now let's see the role
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the role of willpower and autonomy in legal consent. In civil law willpower is externalized
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through consent which requires a certain level of autonomy, freedom and rationality.
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According to some authors man should be subject to no will other than his own. Even in addition
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contracts where terms are predetermined by one party autonomy and freedom still exists
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as the individual must have the ability to choose whether to enter the contract or not. So you have
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to choose a choice. You want to purchase something so you will sign a contract you don't want so you
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won't sign the contract for example. So the consent of the individual must be the result
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of an informed decision made consciously and intentionally by a person of sound mind free from any mental
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illness. Now I see the car, I know the options, the price and I want to go to sign a contract with the buyer
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and to purchase the car. So I have a free will free from any mental illness. According to the theory of will
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autonomy, once an individual consent to a contract, their will is presumed to be free and autonomous unless proven
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otherwise. So, so we, so the general rule that when you sign a contract, we predetermine that you have a free will.
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Okay. This presumption means that the legal system assumes the consent reflects the individual's true wishes.
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So the contract is thus the outcome of the principle of contractual freedom, allowing parties to freely decide to contract,
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choose the terms within legal limits, choose the terms within legal limits. For sure there is a legal limits and for sure we have to
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respect the legal rules and select their counterpart. I'm sorry, and select their counterpart. Once agreed upon the contract is legally binding and had the force of law between the party.
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So the contract, we can, we can, we can, we can consider the contract as a law, the law of the party, the laws that treat the obligation of the party.
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So now what the challenges posed by neuroscience to autonomy and consent?
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If we understand how the decision-making process works, would it be possible to guide or influence decision?
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If so, how free and autonomous is the individual's will in such a scenario?
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And to what extent can consent be considered fully informed if it is triggered by stimuli that provoke a biological response guiding the choice?
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And finally, can we say that the consent given in such circumstance truly reflects the individual's will?
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This many questions could lead us to reconsider the role of willpower in contracts,
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which have long been viewed as an agreement based on the meeting of will autonomy.
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If it's possible to influence decision through the activation of specific neurobiological mechanisms,
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and if these decisions are the externalized through consent, we cannot say that the individual's will is absent.
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It's present and has even expressed.
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However, we also cannot ignore the fact that external stimuli such as sensory triggers
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may have played a role in shaping the desires and decisions expressed through consent.
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This brings us to the theory of contract objectivation, which downplays the role of will in contracts.
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According to proponents of this theory, a contract is less about the meeting of wills
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and more about the balanced exchange of rights and obligations.
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So in a contract, every right, we have an obligation in contrepartie.
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Under this view, the focus shifts from the party's intentions to the fairness and balance of the contractual terms.
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So the objective view of the contract is more concerned with the execution and fairness of the exchange
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that with the wills that brought it into existence.
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So the contract becomes an economic transaction based on the objective or subjective balance of the rights and obligation
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or of the exchange values.
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Concerning the legal consideration and the need of adaptation,
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the traditional legal approach considers consent effective when it is obtained through error,
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decide or dull, or coercion.
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Coercion means violence.
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So these factors can alter the validity of consent, rendering the contract null or void.
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However, if a decision is guided without involving any of these traditional vices,
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it raises the question of whether current legal standards for defective consent should be updated
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to account for advancement in neuroscience,
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particularly those relating to decision-making process.
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This is growing evidence that current legal framework for defective consent as outlined in the French civil law
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may be inadequate for today's increasingly complex contractual scenario.
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So we have vanity and sophistication of modern contract along with advanced sales tactics
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often create situations where traditional rules fail to adequately protect consent.
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A key issue lies in proving the sites under the law.
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The sites require proof that one party intentionally mislead the other to gain their consent.
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However, not all misleading behavior is recognized as dull or decide.
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For example,
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for example,
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for example,
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bonus dollars,
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the slight exaggeration or
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in-
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i-
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Abelishment commonly used by salespeople to make a product appear more attractive
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are generally tolerated in business practices.
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These minor execrations, while misleading, are not legally considered decideful.
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As they are deemed part of normal sales strategy and do not meet the legal,
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they are sholed for fraud or intentional misrepresentation.
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The same for coercion involves demonstrating the presence of a threat or constraint that created fear in the other party.
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However, not all forms of pressure are considered illegitimate.
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So now we can see the potential role of neuroscience in adapting legal standards.
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Given this limitation, there is a need to consider adapting in the concept of defecting consent to reflect advancement in neuroscience.
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If decision can be influenced through the activation of underlying neurobiological mechanism,
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extent of the interference of an individual must be assessed.
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This would require distinguishing between lawful and unlawful levels of interference,
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acknowledgement that we live in a world where complete autonomy is rare.
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And business practices for sure and marketing techniques are very, very, very developed
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and becoming increasingly complex and invasive.
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Thus, it's necessary to determine the searchable at which external influence become unlawful and capable of vetating consent.
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Some influence would not be considered illegitimate as long as all choices are presented to the individual
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And the interference merely nudges them toward the decision they were already contemplating.
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Furthermore, in the inherent randomness in the neurobiological decision-making process could be safeguard individual freedom and autonomy.
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We were refining, so we have to refine the concept of internal will in the age of neuroscience.
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Currently, the legal system recognizes the internal will in certain circumstances and assigns legal effects to it.
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If there is a disparity between the internal or real will and the expressed will, the internal will prevails.
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So this raises the question of what internal will means in the context of neuroscience.
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And should it be redefinite as biological will?
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If so, should we eliminate the subjective aspect of consent and focus slowly on objective factors such as deferredness and balance of the contractual exchange?
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This question highlights the growing tension between traditional legal concept of will and autonomy and emerging insights from neuroscience.
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As decision-making process becomes better understood, legal system may need to evolve to ensure that legal system may need to evolve.
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that the concept of consent adequately reflects the complex interplay
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between biological, physiological, and environmental factors.
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So now we have to talk about the protection of autonomous will
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in the context of neuromarketing advertisement.
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And the neuromarketing are really challenging to the protection of autonomous will.
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As we mentioned earlier, neuromarketing aims to design advertisement
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that appeal to basic human instinct and emotion
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rather than relying on logic or rational persuasion
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by targeting subconscious triggers such as emotions, reward system,
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and incent neuromarketing introduce new challenge to the legal framework
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designed to protect autonomous will.
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We have to confirm that the French civil law and another legal system
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typically safeguard will power through the assumption
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that a legally capable individual possesses average intellect
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and the ability to make decisions with ordinary care and diligence.
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However, neuromarketing techniques may potentially bypass rational decision-making
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making, raising concerns about whether existing legal protection are sufficient.
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Let's take a scoop and limits of legal protection under civil law.
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Civil law system, as we mentioned before,
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we have the civil law system or the Latin system based on codification,
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and we have the Anglo-American system based on law cases or case law.
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So the civil law system, particularly under the theory of autonomy of will,
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emphasizes that consent must be informed, rational, and deliberate.
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The civil code pursues that individuals have the capacity to evaluate contracts,
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assess their own interests, and make autonomous decisions.
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So the principles of the law is written for the vigilant.
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This principle highlights the responsibility placed on individuals
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to act with due diligence when engaging in legal transactions.
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This presumption plays a key role in private law
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by allowing individuals to take control of their decisions
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and bear the consequences of their choices.
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However, the fundamental challenge present by neuromarketing
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neuromarketing lies in its ability to exploit subconscious responses
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by triggering emotional reactions,
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such as the desire of reward, fear, or the fear of missing out,
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or the association of product with positive emotions.
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So neuromarketing influences choices
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without engaging the individual's conscience, intellect.
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This may result in situations where an individual's consent
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is shaped more emotional cues than be rational deliberation,
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potentially undermining the core legal concept of autonomous will.
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So we have to do a balance with the personal responsibility
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and the protection of law.
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In specific civil law, the civil law is concerning the individuals in society, the relation between individuals in society.
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So while some argue that neuromarketing poses a risk to autonomy, civil law does not typically operate in paternalistic manner.
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It assumes that individuals are responsible for their decisions, even in the face of persuasive advertising.
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This principle of personal autonomy not only grants individuals the right to make their own choices, but also entails an obligation to do diligently and responsibly.
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Failure to assess an advertisement rationally is seen as part of the individual's autonomy, and the consequences of such a failure must generally be respected under private law.
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So this approach reflects a border societal interest, viewing the average person as someone capable of managing their emotion, and in sex is essential for perceiving the legal and economic structure.
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So treating individuals as entirely suspectable to manipulation could undermine the legal foundations of contract law and private transactions, potentially leading to excessive legal intervention and dimensioned personal accountability.
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So let's move to the next slide, and now we will talk about public law safeguards and the protection of the consumer from the unfair practices.
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Despite the brilliance on personal responsibility under civil law, public law provides additional layers of protection to address the potential risks posed by marketing techniques, including neuromarketing.
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So the consumer is protected by the private law and by the public law, which addresses the potential, which protects from the potential risks by neuromarketing or marketing techniques.
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So the consumer protection laws prohibits unfair commercial practices, such as misleading or aggressive advertisements.
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The public law ensures that the companies do not exploit individuals to the extent that their decisions are completely undetermined by deceptive tactics.
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Let's take an example.
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The regulations against misleading advertisements ensure that companies provide trustful information, preventing scenarios where consumers are manipulated by false claims.
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Similarly, restrictions on aggressive practices safeguard individuals from coercion or undue pressure, ensuring that their decisions remain voluntary and informed.
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So the techniques of neuromarketing that push the boundaries or persuasion but do not involve deceptive or aggression would generally be considered lawful but closely monitored under those provisions.
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Let's take the example of regulation against misleading advertisements.
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Ensure that companies provide truthful information, preventing scenarios where consumers are manipulated by false claims.
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Similarly, restrictions or aggressive practices safeguard individuals from coercion or undue pressure,
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ensuring that their decisions remain voluntary and informed.
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Neuromarketing techniques that push the boundaries of persuasion but do not involve deceit or aggression
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would generally be considered lawful but closely monitored under this provision.
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So, can we reconciliate neuromarketing and the autonomy of will?
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Although neuromarketing techniques may be more efficient and sophisticated than traditional marketing methods,
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they do not necessarily invalidate the autonomy of will.
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An individual's decision to engage with an advertisement still reflects an exercise of personal choice,
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even when influenced by emotional triggers.
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As long as advertisers do not cross the line into deception or coercion,
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the responsibility of assessing the message and its implications largely rests on the individuals.
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So, this approach strikes a balance between respecting personal autonomy and protecting vulnerable individuals.
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So, public safeguards ensure that consumers are childed from harmful practices,
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while private law upholds the principle of personal responsibility.
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This balance prevents over-regulation while acknowledging the importance of protecting individuals from undue manipulation.
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So, we can see that neuromarketing presents a new frontier in the intersection between marketing,
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including psychology, and law, challenging traditional notions of consent and autonomous will.
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However, the legal framework comprising both private and public law, for sure,
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remains equipped to address these challenges.
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So, let's move to the next slide.
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Legal Framework in Response of Neuromarketing
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The implementation of neuromarketing strategies increase the vulnerability of consumers
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by targeting mechanisms that are outside of the voluntary control of the consumer.
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However, purchasing decisions may not arise from a conscious and reasoned need.
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So the modulation of decision-making circuits by emotions also influences the purchasing decision
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whether the consumer is physically present in a store or making purchases online.
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In some countries like United States, and I said that at the beginning of the first lecture,
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the trend or the main, really the main goal is to encourage innovating marketing strategies
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including especially those employing neuromarketing techniques
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without addressing any restriction or any regulations.
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So their philosophy is reflected in the absence of specific regulations regarding the use of neuromarketing.
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However, there are privacy protection measures in place.
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Let's take an example.
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Companies cannot use neuroimaging techniques to collect data without the consent of the consumer.
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And failure to do so could lead to legal action for violating privacy.
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It is the aim protection is the data, the privacy data, the privacy of the data or the data protection.
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If is this the same approach in Europe and France?
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No, in Europe, in France, they are really more strict.
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And the consumer protection laws aim to protect consumers from abuse of vulnerability and unfair or aggressive practices.
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So maybe the neuromarketing is subject to these regulations.
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We will see together the challenging, challenging the validity of legal transaction under private law.
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Let's move to the next one.
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The first strategy focuses on challenging the validity of legal transaction,
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such as a contract or purchase agreement,
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by arguing that the individual's consent was defective.
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The civil law system generally allows contracts to be declared void or null
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if there is proof of missing or mistaken while due to error.
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If you remember the slide that I showed to you, up, error, decet, coercion.
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Let's take the first one, error.
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The individual entered, for example.
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The individual entered into the contract under a fundamental misunderstanding of the terms
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or the object of the contract or the nature of the contract.
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If we apply this in neuromarketing, for example, if a neuromarketing technique creates...
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a distorted perception of the product's value or quality.
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So this could qualify as an error for sure.
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For this, if the consent was obtained through deceptive practices
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such as misleading advertisement or manipulative neuromarketing tactics,
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the contract may be voidable.
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Although neuromarketing often operates subtly,
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so individuals can argue that certain subconscious triggers
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were used deliberately to induce misleading emotional responses.
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So this is concern deceptive or dull.
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And now we will see coercion or violence.
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Can you give me an example for coercion?
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We have two kinds of coercion.
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We have physical coercion and psychological coercion.
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So while coercion traditionally applies to physical or psychological threats,
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in extreme cases, undue pressure or other aching marketing techniques
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may be considered coercive, especially if they exploit vulnerable individuals.
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So the success of this strategy depends on the ability to prove that the manipulative tactics
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directly, this is very important,
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directly influence the individual's decision,
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making it different from the free and informed consent required under civil law.
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So the public law protection against unfair advertising practices.
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So the second strategy involves public law protection through consumer protection laws,
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which regulate unfair commercial practices in advertising.
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These provisions are designed to ensure that marketing techniques,
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including those used in neuromarketing,
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do not distort consumer behavior in ways that violate their autonomy.
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So the key legal protection include misleading advertising,
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aggressive commercial practices,
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and subliminal and conscious advertising.
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For the misleading advertising,
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public law prohibits advertisement that provide false or deceptive information for sure,
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either explicitly or implicitly.
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So if neuromarketing advertisement manipulates emotions while misrepresenting facts,
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they can be considered misleading and subject to legal action.
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For the aggressive commercial practices,
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laws against aggressive practices protect consumers from being pressured into making decisions.
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Here, neuromarketing that cross into harassment over persuasion or emotional manipulation
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could potentially be classified as aggressive marketing.
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The last one is the subliminal and subconscious advertising.
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In many jurisdictions advertising that influences consumers.
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In many jurisdictions advertising that influences consumers.
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without their conscience, awareness, is either strictly regulated or outright banned.
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If a neuromarketing strategy relies on subliminal cues to bypass rational thinking,
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it may be considered unlawful. The last one, the abuse of vulnerability or weakness.
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This is a strong link between the concept of vulnerability and the consumer situation.
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Let's see in the French legal system or the French consumer law,
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consumers are presumed to be in a state of vulnerability.
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So this is by the law, the consumer is the part of the relation that is vulnerable by the rule of law.
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So the consumer is considered as vulnerable when facing professionals and therefore deserves legal protection.
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So this vulnerability is linked to their economics and cognitive positions, which is often inferior to that of professionals.
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So this vulnerability is further exacerbated by new trends like online shopping for food and neuromarketing-derived practices.
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It is also possible for a consumer's vulnerability to be aggravated due to personal characteristics.
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Can you give me an example?
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So the human, if he is a consumer, so by the law, he is considered as a vulnerable party in the relation against the professional.
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But he can be consumer, so vulnerable by law and more vulnerable by another characteristic such as age and health problem or due health problem.
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So this characteristic can be aggravated or aggravate the situation of vulnerability of the consumer.
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So the law is designed to protect the weak from the strong and abuse of vulnerability.
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Whether economic or personal can be penalized under several provisions.
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The abuse of weakness is an offense under the French Consumer Code,
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specifically Article L132-14 and Article 223-15-2 of the Panel Code.
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So the penalty is both cases included prison, sentence, and a fine and a really big amount of fine.
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So the Panel Code's application of abuse of weakness is limited to cases involving minors, vulnerability due, age, illness, physical or mental disability, or control by a sect.
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In contrast, the Consumer Code has a broader scope.
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It sanctions abuse of weakness based on factors like age, illness, or inability to understand the French language, for example.
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If you are, and this is a common example, you are in a restaurant, or you want to buy something, you don't understand.
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And in French, they do not speak English regularly, so...
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You don't understand the buyer, so you are in a situation, embarrassing situation, and finally you end by purchasing something that you don't want to purchase, but you don't understand the French language.
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Another legal rule provides special protection for consumers and non-professionals against abuse of weakness during door-to-door selling, allowing them to cancel commitments made under their vulnerability.
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Also, door-to-door, it's so risky because you have someone knocking on your door, you let him enter, and he don't want to go out without selling something, so you finally are obliged to buy something that you don't need.
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We have also the unfair commercial practices.
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The European Union directives aimed, the number of the directives of the European Union, it's 2019 slash 2161.
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This directive aimed to improve consumer protection rules and seek to adapt existing regulation to new market realities, particularly concerning online commerce and aggressive commercial practices.
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It acknowledges the importance of protection of the most vulnerable consumers.
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Speaker 2 (video1017867536 - Copie)
So, as we mentioned, the term vulnerable consumer was explicitly introduced into the consumer code in the context of unfair commercial practices, such as misleading advertising.
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So, the abuse of personal vulnerability through unfair commercial practices takes into account personal consumer characteristics, such as age, physical or mental disability or creditability.
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The commercial law also explains that the unfair practices or commercial is considered unfair when it targets a group of vulnerable consumers due to their mental or physical conditions like age or credulity and is assessed according to the average capacity of the group.
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Speaker 2 (video1017867536 - Copie)
In line with this definition, the Ammon Law of March 17, 2014 introduced several measures to protect children from marketing practices, so advertisers are required to indicate the recommended age of advertisements with stricter penalties for violation.
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Speaker 2 (video1017867536 - Copie)
Furthermore, the European Commission has conducted various neuroscience research programs to understand how the public process information and makes decisions under normal conditions without particular vulnerability.
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So, the Commission focuses on cognitive emotional aspects, such as attention, memory, perception, and cognitive biases, all of which have been shown to influence discernment.
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So, in 2011, the European Commission...
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So, in 2011, the European Commission...
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launched the NeuroPolicy project aimed at approving public policies through a better
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understanding of brain mechanism related to decision making and in 2013 it published the
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report The European Brain Research Area Shaping the Future, highlighting research priorities in
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neuroscience for the EU with an emphasis on the socio-economic and ethical aspect of neuroscience
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research and the collaboration between researchers and policy makers. I will invite you to check my
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paper on neuromarketing with Professor Marc Laundrie published in Les Cahiers de la Justice.
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I will post it but it's in French language but it will be useful for you. So let's move to the
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use of neuroscience to assess unfair practices. Neuroscience is being used to understand consumer
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reactions to marketing practices and how decisions are influenced by different factors. So this
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understanding allows for the assessment of whether a practice exploits cognitive biases of consumers.
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The European Commission for instance opposes commercial practices that use information
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based biases capable of influencing even the discernment and choices of vulnerable consumers.
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So the same European directive of 2019 article 3 and the same or the equivalent in the consumer legal
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the French consumer code qualify a commercial practice as this deceptive if it involves any action conduct or
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further communication by a professional with the goal of promoting selling or supplying a product. If this action includes misleading information about the product or service or the professional's commitments or qualifications, it is deemed unfair if it influences the consumer to make a decision they would not have otherwise.
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Speaker 1 (video1017867536 - Copie)
Therefore, if a commercial practices create confusion with another product.
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Speaker 1 (video1017867536 - Copie)
Now we'll talk about confusion. Now we'll talk about confusion. You can confuse with a product or service or brand or trademark. It is considered misleading by the French consumer code. A practice is also deemed misleading if it fails to provide important information that the consumer is entitled to expect.
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So what is the role of neuromarketing in potentially deceptive practices?
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Speaker 1 (video1017867536 - Copie)
The use of neuromarketing allows us to understand whether a marketing practice is deceptive as it may rely on biased or selectively presented information.
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So neuromarketing practices that profile consumers based on their biological and neuropsychological characteristics could potentially violate privacy law.
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Speaker 2 (video1017867536 - Copie)
The National Commission for Informatic and Freedom, its name or the abbreviation of it, it's S-C-N-I-L, is tasked with ensuring that companies comply with that.
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protection laws. At the European level, the General Data Protection Regulation, GDPR,
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sets strict rules regarding the collection, processing, and storage of personal data
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and prohibits automated profiling that significantly impacts individuals without
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their consent. In the context of aggressive commercial practices, the Article 3 of the
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same directive of the European Union of 2019 also sanctions practices that involve undue influence
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such as repeated and intrusive socializations, phone calls, home visits, emails, the use of
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physical or moral pressure to force the consumer to make quick decisions or without leaving a place
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until a contract is signed is considered an aggressive practice under the French Consumer Code.
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For example, you go to the bank and the banker obliged you to sign the contract by reselling you
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and you know you won't leave the place without signing the contract so you sign it because you
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want to leave but you really don't want to sign it. The neuromarketing may be seen as undue
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as undue influence if it manipulates the consumer's unconscious choices, making them
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suspitable to decisions they would not have made otherwise. For sure there is a penalty for
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abusive neuromarketing practices in the French Consumer Code and can include both and criminal
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sanctions or criminal penalties. So the increasing of neuromarketing poses significant challenges to
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consumer autonomy, especially when emotional and subconscious responses are manipulated. However,
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French and European consumer protection laws provide valuable frameworks to address these issues. And the
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legal protection against abuse of vulnerability and unfair practices, including the use of neuromarketing,
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ensure that consumers are childed from manipulative tactics while maintaining personal responsibility in decision-making.
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So this framework continues to evolve to balance protecting consumers from undue influence with respecting individual autonomy.
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Now we will talk about the last point, the legal and ethical concerns of neuromarketing and privacy protection.
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Neuromarketing techniques which often rely on the collection and analysis of biometric data such as brain activity raise significant concerns regarding privacy,
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privacy, data security, and ethical considerations.
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This is particularly
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Speaker 2 (video1017867536 - Copie)
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Here we go.
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Neuromarketing techniques, which often rely on the collection and analysis of biometric data, such as brain activity, raise significant concern regarding privacy, data security, and ethical considerations.
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Speaker 1 (video1017867536 - Copie)
This is particularly relevant in the context of consumer protection laws and the protection of privacy in both the United States and the European Union.
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Neuromarketing practices are based on processing data collected from research subjects focusing on monitoring their brain functioning.
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Speaker 1 (video1017867536 - Copie)
So this data, which refers to specific neurological process, is unique to individuals and can be classified as a biometric data.
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According to the European law, biometric data is defined as biological properties, psychological characteristics, or living traits that are both unique and measurable.
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Even if the methods used to measure them involve a certain degree of probability.
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So this data is highly sensitive and allows for unique identification of individuals.
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From a privacy perspective, biometric data is treated with more caution than other types of personal data.
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The biometric data must be really, really be protected, and it's protected by the law.
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It carries a higher potential for measure, as it not only identifies an individual, but also reveals personal and neurological characteristics.
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In the context of neuromarketing, this data is analyzed to derive general principles of brain functioning, which are then used to design effective advertising strategy.
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Speaker 2 (video1017867536 - Copie)
Let's take an example.
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Speaker 1 (video1017867536 - Copie)
Studies have shown that referring to cultural meanings in advertisement activates specific memories, leading to decision-making.
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So this has raised concern about how such personal data could be used to influence consumer behavior without their conscious awareness.
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So we can collect data and biometric data, and with data, we can push the consumer to take a decision without being really conscious.
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However, current privacy laws protect only personal data that's related to an...
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identified or identifiable individual. While consent is typically required for the collection
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of such data, the growing use of neuromarketing practices that rely on generalized brain data
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principles raises questions about the limits of privacy protection. Until now, the absence of
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clear legislation addressing mental biometric data and its implications could lead to societal
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concerns about privacy violations as the line between ethical data collection and manipulation
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become increasingly blurred. So what is the difference between the protection and the data
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protection and the biometric data protection between U.S. and European Union? Let's do a
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comparison. In the United States, there is no overarching federal law specifically governing
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consumer privacy or data security. So the privacy protection policies for neuromarketing algorithm
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are patchwork with some industry-specific regulation in place. For example, the Children's Online
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Privacy Protection Act, named COPPA, regulates online services for children under 13 and the Health
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Insurance Insurance Protability and Accountability Act, abbreviation HIPAA. Those covers medical
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records privacy. However, these laws do not provide comprehensive solution for the privacy risks associated
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with neuromarketing and the use of the algorithm, the AI and ML algorithm in consumer behavior analysis.
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It's the same situation in Europe. In contrast, no, we will see the other part. The European Union has more, and I mentioned several times that the European Union are more strict. So the European Union has a more robust and unified approach to privacy protection through the general data protection regulation,
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which came into effect in May 2018. So the GDPR ensures that the personal data is processed transparently and gives individuals more control over their data. So this regulation has significant transnational research affecting companies outside the EU that handle personal data
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data of European Union citizens. So while the general data protection regulations offer stronger protection for data privacy, it faces challenging in adapting to the rapid advances in AI, ML, algorithm, technologies, and the growing of the use of neuromarketing tools that process biometric
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Speaker 2 (video1017867536 - Copie)
biometric and behavior data. Let's talk about finally the ethical concerns in neuromarketing.
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Speaker 1 (video1017867536 - Copie)
Neuromarketing has raised significant ethical concerns, particularly regarding consumer manipulation, lack of transparency, and privacy violations.
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Speaker 1 (video1017867536 - Copie)
Neuromarketing has raised significant concerns. As the businesses increasingly
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Zingli.
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using consumer neuroscience to understand preference and motivations,
ಈ ಆಟೊಮೇಷನ್ ಅನ್ನು (AI) ಯ ಮೂಲಕ ಉತ್ಪಾದಿಸಲಾಗಿದೆ. ಇದು ದೋಷಗಳನ್ನು ಹೊಂದಿರಬಹುದು. ಆರನೆಯ ಆಯ್ಕೆಯನ್ನು ಸಂಕ್ಷೇಪಿಸುವ ಸಲುವಾಗಿ ಮೂಲ ಆಡಿಯೋಪಣೆ( ಡೀಕನರಿಟಿಪ್) ಯಲ್ಲಿ ಪರಿಶೀಲಿಸಲಾಗುತ್ತದೆ. AI ಪಾಲಿಸಿ
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