Commercial Alert, a consumer watchdog group, has spent the past seven years policing advertising and marketing campaigns to "keep the commercial culture within its proper sphere, and to prevent it from exploiting children and subverting the higher values of family, community, environmental integrity, and democracy." Founded by Ralph Nader and Gary Ruskin in 1998, Commercial Alert has worked to keep advertising out of schools and off children's public television shows such as Sesame Street. In recent years, they have encountered a much more insidious and slipperier enemy: neuromarketing.
A combination of health science and marketing, neuromarketing uses functional Magnetic Resonance Imaging (fMRI) to illustrate the brain's response to certain advertising techniques and campaigns, which helps gauge overall effectiveness. Until recently, according to Commercial Alert's website, fMRI technology was strictly used for health care and health research.
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