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Research by a student of the University of Cauca on neuromarketing was recognized...

Home New and Updates

A Unicauca student’s research on neuromarketing was recognized and selected for an international congress on neuroscience and human rights

4 February, 2026

The University of Cauca continues to strengthen its international academic presence through the participation of its students in high-level forums. Juan Sebastián Pérez, a student in the Law program, took part as a speaker at the International Congress “Neuroscience, Neurotechnology and Human Rights,” held at the Universidad Externado de Colombia, thanks to the recognition awarded to his research entitled “Neuromarketing: Lack of Standards and Consumer Harm.”

The Congress on Neuroscience, Neurotechnology and Human Rights brought together legal scholars from various countries in Europe and Latin America with the purpose of reflecting on the scientific, ethical, and legal implications of new technologies applied to the human brain. In this international academic setting, Juan Sebastián Pérez, a student in the Law program, delivered in English a presentation entitled “Neuromarketing: Lack of Standards and Consumer Harm,” sharing the results of his research with a diverse and specialized audience.

According to the invitation issued by the Center for Studies on Genetics and Law at the Universidad Externado de Colombia, the work was “recognized for its excellent legal and scientific content” and selected by the evaluation committee as “one of the most interesting topics for academic discussion” at the congress. This recognition motivated the participation of the Unicauca student as a speaker in this internationally renowned event.

During the conference, the need to advance the regulation of the use of information obtained through neuromarketing was emphasized in order to protect mental privacy and ensure fair competition. In this regard, it was noted that although Colombia has regulatory frameworks such as Law 1480 of 2011 and Law 1581 of 2012, “a clearer interpretation is required regarding the use of data obtained through neuromarketing.”

The presentation addressed neuromarketing and its impact on consumer protection in Colombia, highlighting how the use of technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye tracking can influence individuals’ freedom of choice. In this context, it was warned that these tools “may compromise consumer freedom of choice by influencing purchasing decisions” and that, due to their high cost, “only large companies can afford these technologies, which may affect competition.”

The congress brought together professors, researchers, and students from Colombia and abroad, with the participation of scholars from countries such as Germany and the Netherlands. This provided an opportunity to share the Unicauca student’s research in an international setting and to promote academic dialogue on the implications of neuromarketing for human rights, particularly in relation to consumer protection.

Likewise, the research highlighted the importance of involving health professionals and companies in the ethical and regulatory discussion of these practices, emphasizing that “doctors and scientists play a key role in interpreting and using neuromarketing results, and must adhere to bioethics and ethical statutes.” In this sense, Juan Sebastián stressed the need to strengthen regulations regarding the use of information obtained through neuromarketing, in order to protect mental privacy and ensure fair conditions in the marketplace.

As a result of this outstanding participation, the student also received an invitation to contribute to a joint publication in the Boletín Derecho y Vida (ISSN 1692-6455), an academic journal aimed at promoting analysis of the legal implications of scientific and biomedical advances and their relationship with law and health services.

This achievement is the result of the work carried out within the Research Group in Procedural Law “Jesús H. Segura” at the University of Cauca, as well as the academic guidance of its coordinator, Sebastián Camayo, and professor José R. Pisso. Their support has contributed to strengthening students’ research training within the Faculty of Law and to fostering their participation in contemporary debates of international relevance.

Juan Sebastián Pérez’s participation in this international congress reaffirms the University of Cauca’s commitment to high-quality research education and to the projection of its students in global academic arenas. These types of spaces strengthen interdisciplinary dialogue between law, science, and technology, and consolidate the University’s role as a relevant actor in ethical and legal reflection on the challenges posed by new scientific and technological realities, for the benefit of society and the defense of human rights.