Marketing in the Metaverse and the Need for Consumer Protections

Over the next five to ten years, the metaverse is likely to transform how consumers interact with digital content, transitioning society from flat media viewed in the third person to immersive experiences engaged in the first person. This will greatly impact the marketing industry, transforming the basic tools, techniques, and tactics from flat artifacts such as images and videos, to immersive and interactive promotional experiences. In the metaverse, marketing campaigns will likely include extensive use of Virtual Product Placements (VPPs) and Virtual Spokespeople (VSPs). Such methods will be highly effective forms of advertising, for they will target users through natural, personal, and immersive means. At the same time, these methods can easily be used and abused in predatory ways. This paper reviews the most likely marketing techniques of the metaverse, outlines the potential risks to consumers, and makes recommendations for policymakers and business leaders that could protect the public.