Applied ethics, the scholars have used such theories in the businesses, marketing, normative contexts to provide a structure where the actions and results in exchange relations, can be judged. A complementary boarding to the free will is contratualismo, and the works of Rawls (1971) are in the center of its applications. Its legitimate picture foresees norms by which the distribution of rights and responsibilities can be determined for the consensus of the partners that they are making the exchange. These agreements are based on the individual dignity and social arrangements that do not have to be violated. For example, the differences of being able relative, resources or information based on dissimilaridades in the effort or contribution for exchange relations are morally acceptable, however, the inaqualities due to discrimination, egoism or other forms of unjustifiable external constaints are clearly unprincipled people. As a whole, justice suggests that the social actors must and abilities in accordance with to follow the free will of each one.
This context suggests that the external constaints in the taking of decisions imposed for the applications of neural manipulations are possible breakings. Trespasses are particularly bothering when it occurs without explicit manipulation and sensitization, assent and understanding. We have that to examine the questions ethical that appear in the interaction company/customer and its> communications with being the primordial factor so that both the parts earn. Potential quandaries are delimited, using the described models previously as the picture of breakings of reference and disturbance of the will, advances as representations to move the traditional models of neuromarketing. Concerns in relation to the tracking, intervention and the results are presented using language and phases that involve the exercise of the choice. Ethical questions for traditional and the Disclosed Preference Models The traditional model follows the way most conventional in the development and spreading of the commercial communications for the mass hearings.