Experts warn against advertisers trying to hijack our dreams

The prospect of advertisers utilising targeted dream incubation on a widescale seems farfetched today, yet Stickgold isn’t alone in his desire to nip it in the bud now. In fact, an open letter sounding alarm over targeted dream incubation within sales has been signed by as many as 35 dream researchers globally.

The header of the letter reads: ‘TDI-advertising is not some fun gimmick, but a slippery slope with real consequences. The potential for misuse of these technologies is as ominous as it is obvious.’

Over the past decade, TDI research has been viewed in a largely positive light. For one, hypnotic therapies are regularly used to put smokers off cigarettes, and a 2014 study even suggested TDI is capable of reducing gender and racial bias.

While TDI does technically refer to the power of suggestion before sleep, Stickgold provides some sobering thoughts about how advertisers could worm their way into thoughts at any moment.

Estimates suggest around 30 million people now have listening devices like Alexa or Google Home in their bedrooms, and Stickgold believes that without strict regulation advertisers could start buying slots for audio product placement – most likely a subtle tone associated with a product, and not a full-scale commercial.

‘You could have this sort of 1984 situation where advertisers buy time on these devices, and nobody ever knows they’re hearing them,’ he states.

The Federal Trade Commission has already moved to limit certain forms of subliminal advertising, such as the flashing of words or images during films and television shows. However, it is yet to comment on whether it will wade into the issue of TDI-advertising.

For now, you can probably rest easy. But if soon you wake up with a profound desire to join a new bank branch, you’ll know Alexa has to go.