How do brands exploit behavioural data in virtual spaces and what regulations curb manipulative practices?

This article assesses how brands increasingly exploit behavioural data generated in virtual and immersive spaces to personalize experiences, push user options and deploy subtle forms of manipulation. It outlines the methods through which behavioural, biometric and interaction-level data are harvested and translated into predictive marketing strategies, highlighting the rising opacity and influence asymmetries inherent to virtual spaces. The viewpoint article reviews emerging regulations, particularly on platform governance, data protection and advertising. It offers practical implications for regulators, brands and platform designers, emphasizing the need for more transparent, user-friendly and centric design forms. It contributes to original insight by bridging digital marketing, behavioural economics and cyber-regulation to articulate a coherent framework for the responsible use of data in rapidly changing virtual environments.