Due to the historical challenges the advertising industry has experienced in trying to prove the return on adverting spending, neuro-marketing has been given somewhat fast adoption in the previous five years (Micu &.Plummer, 1). Despite the fact that the prospect of enhanced advertising has created excitement within the business community in general, serious ethical matters have been raised as well by scientists, scholars, and consumer groups (Murphy, Illes, &. Reiner, 1). However, the industry pays no attention to these concerns (Christophe, 1). The State of Advertising Ethics Ethical advertising could be described as the production and broadcasting of commercial messages which promote goods or services without lying to the public (Bishop, 2). Shockingly, both the advertising and the marketing industries have a not so good reputation concerning the application of ethical standards. A survey carried out by Gallup in 2011 positioned the advertising occupation at the bottom of the honesty scale with no more than eleven percent partakers ranking advertising practitioners with high or very high scores, placing them just four points above lobbyists and car salespeople (Christophe, 2). The Federal Trade Commission (FTC), formed during 1914, is in charge of keeping consumers protected from advertisers who are unethical or unscrupulous. In the long run, the Federal Trade Commission has identified universal conditions upon which a message is considered to breach the standard of “truth-in-advertising” (FTC, 2011). .