Coors Light, Microsoft, Sony and Burger King have experimented with ways to engineer content into people's dreams in recent years, prompting nearly 40 scientists to write an open letter this month calling for increased government oversight. “There is a lot to be concerned about,” said Dr. Sara Mednick, [professor of cognitive science], a sleep researcher at University of California, Irvine who signed on to the open letter. … She and others are asking regulators to update their rules now, before our dreams become digital billboards.

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