Scientists warn of a new kind of advertising where companies are trying to manipulate dreams –


IRVINE (KUSI) – Companies around the world are increasingly experimenting with ways to inject product content into people’s dreams, to the point that nearly 40 scientists have written an open letter calling for increased government oversight.

Dr. Sara Mednick, professor of cognitive science at UC Irvine, joined Jason Austell of KUSI to discuss the work of these companies.

A few of those companies that are experimenting with dream incubation are Coors Light, Microsoft, Sony, and Burger King.

Humans have only just developed tools that allow them to accurately predict when a sleeper enters a deep sleep, and then manipulate the contents of their dreams.

People are more vulnerable to influences while dreaming than being aware, according to Dr. Mednick.

Dr Mednick, who signed the open letter, told Austell that if in good hands, it could work very well in helping smokers quit, deal with phobias and PTSD.

In 2019, a study conducted in Iran found that 27% of people were more likely to buy a product after dreaming of an advertisement.

Dr Mednick was concerned that the ads could be used through Nest systems, which typically know when people are sleeping and control speakers in a house.

Subliminal ads are regulated by the Federal Trade Commission, but those rules may not apply when you sleep, the open letter warns.

Dr Mednick pointed out that there are no regulations in the world of sleep manipulation, which makes it a wild wild west.


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