The augmented and virtual reality (AR/VR) industry has transformed how we live and work and will continue to do so. This concept combines people’s physical and digital identities forming a “phygital world.” In the metaverse, people can create and recreate themselves many times. Unlike their physical bodies, their digital identities, avatars, will not be limited by social constructs. Brands can reach consumers in new and unprecedented ways through virtual worlds, immersive experiences, and Non-Fungible Tokens (NFTs). The metaverse promises a safe virtual utopia that fosters equality and allows people to express themselves. However, it remains plagued with ethical issues. Issues of Concern in The Metaverse Below are some of the concerns regarding morality and values in the metaverse that needs addressing. Privacy Issues The amount of personal data collected by companies running the metaverse is one of the main concerns about users’ privacy. Compared to social media platforms, the platforms can track users more intimately. Companies can monitor users’ physiological responses and other vital signs in real-time while the users are in the metaverse. This data gives advertisers a better understanding of their users’ behaviour and allows them to tailor their advertising campaigns in an incredibly targeted manner. Today, many consumers do not read every privacy policy. It is concerning that they are not paying attention to these polici...
