MARKETING CHALLENGES IN THE DIGITAL AGE: ETHICAL DILEMMAS IN THE PROMOTION OF NON-INVASIVE BIOHACKING

Marketing in the non-invasive biohacking industry relies heavily on digital platforms and sociotechnical systems to promote products and services aimed at enhancing users’ physical, mental, and emotional well-being. This paper examines non-invasive biohacking products and services, with a particular focus on their ethical, marketing, and regulatory dimensions. Special attention is given to the practices of biometric data collection and processing, claims related to users’ physical and mental health, and issues of transparency and consumer protection. The research employs a descriptive approach, literature analysis, and inductive reasoning. The aim of the study is to identify and analyze the key ethical challenges and potential risks in the marketing of non-invasive biohacking products, as well as to highlight the need for a clearer regulatory framework to safeguard users and promote responsible practices in this rapidly growing industry. While marketing in this field offers numerous benefits—such as public education and the promotion of healthy habits—it also faces serious ethical concerns. These include the manipulation of consumer needs, misuse of personal data, promotion of unrealistic body ideals, and the dissemination of medically unsubstantiated claims. At the same time, the lack of adequate regulatory mechanisms often shifts responsibility to the companies themselves. If developed responsibly, marketing in the biohacking industry has the potential to contribute to individual health and raise awareness about the importance of mental well-being, grounded in truth, ethics, and respect for human rights.