UNESCO has adopted the first global ethical standards for neurotechnology, defining ‘neural data’ and outlining over 100 recommendations to protect mental privacy. The standards, developed by UNESCO, aim to address the risks and potential benefits of this rapidly emerging field. Dafna Feinholz, UNESCO’s chief of bioethics, stated that the new guidelines are crucial to inform the public about the potential impacts of neurotechnology. The initiative was driven by two key developments: the advancement of artificial intelligence in decoding brain data and the rise of consumer-grade neurotech devices, such as earbuds that claim to read brain activity and glasses that track eye movements. The guidelines also address concerns about the potential for misuse, including subliminal marketing during dreams. UNESCO’s director general, Audrey Azoulay, emphasized the importance of safeguarding the human mind as neurotechnology defines the next frontier of human progress.