Advertisers are hijacking your dreams, scientists say

By Caroline Delbert

The next frontier for advertising isn't virtual reality or holograms—it's your dreams, according to a group of dozens of sleep researchers. And the practice, they warn, could soon become a nightmare.

In an open letter published on the op-ed website DXE, the scientists decry the concept of dream advertising, wherein companies engineer ads into your subconscious through audio and video clips. Not only does the practice already exist, they say in the letter, but a beer company has even publicly tested it out in the lead-up to Super Bowl LV earlier this year.

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