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THE NIGHTMARE OF DREAM ADVERTISING Advertisers are attempting to market to us while we dream. This is not science fiction, but rather a troubling new reality. Using a technique dubbed “targeted dream incubation” (TDI), companies have begun inserting commercial messages into people’s dreams. TDI works by: (1) creating an association during waking life using sensory cues (a pairing of sounds, visuals, or scents); & (2) as the subject is drifting off to sleep, the association is again introduced w/ the goal of triggering related dreams w/ related subject matter. Based on a 2021 American Marketing Association survey, 77 % of 400 companies surveyed plan to experiment w/ dream advertising—by 2025. This Article suggests that—at least in certain instances— the practice of branding dreams might already run afoul of existing advertising regulations. To this end, the Article advances 2 claims: (I) dream advertising appears to fit the definition of subliminal messaging: advertisements “existing or functioning below the threshold of consciousness.” (II) particularly if dream advertising is considered a novel method of subliminal advertising, some forms of dream advertising may be ripe for enforcement as “deceptive acts or practices” under Section 5 of the Federal Trade Commission (FTC) Act. papers.ssrn.com/sol3/papers.… PDF papers.ssrn.com/sol3/Deliver… Sleep + Dream Engineering | MIT Media Lab We build tech that interface w/ the sleeping mind. We track different sleep-stages using brain activity, muscle tension, heart rate, & movement data & issue sleep based interventions using scent, audio, & electrical stimulation to affect sleep onset, sleep stages, sleep quality, & the content of dreams. media.mit.edu/projects/theme… Sleep++ Sleep++ aims to improve sleep quality by stimulating the brain to enter deep sleep. We are testing whether a new method called slow wave entrainment can can improve sleep quality. In this method, sensory stimuli like sounds are played about once per second during deep sleep. These stimuli prompt the brain to produce stronger slow waves, the brainwaves associated w/ deep & restorative sleep. Previous experiments in sleep laboratories have demonstrated that slow wave entertainment can improve biological measurements of sleep quality. Based on these results, we are developing software for performing slow-wave entrainment using mobile & wearable devices. Our sleep++ app is now available for Android watches. media.mit.edu/projects/sleep… Sleep++ for Wear OS Sleep++ is now available as a public beta test called Sleep Boost for users & sleep researchers. If u have an Android Wear OS watch (Like the Galaxy Watch or Pixel Watch) u can download the app onto ur watch, & it will use uses soft sounds or vibrations when u sleep to increase slow brain waves in ur brain. media.mit.edu/tools/sleepplu… U can install the Sleep Boost app from Google play store play.google.com/store/apps/d… Targeted Dream Incubation (TDI) Targeted dream incubation is a methodology for guiding (or “incubating”) dreams towards specific themes. media.mit.edu/projects/targe… Dormio: Interfacing w/ Dreams W/ the Dormio system, we are able to reliably influence hypnagogic dreams & collect dream content. media.mit.edu/projects/sleep… Hypnagogia is characterized by experiential unpredictability, distorted perception of space and time, & spontaneous, fluid idea association. adamjhh.com/dormio Customize ur timer-based dream incubation session christinatchen.github.io/dor… Dive Dive is a project to explore & induce lucid dreams using mobile devices. In collab w/ the Cognitive Neuroscience Lab @ Northwestern, we've developed an Android app which adapts a technique previously used to induce lucid dreams in a sleep lab by presenting sounds during REM sleep. We are testing whether algos using data from a smartwatch, or even just the motion sensors in a phone placed on the bed, can be used to detect REM & deliver the sounds @ the correct time. media.mit.edu/projects/dive-…