The Neuromarketing Science & Business Association has launched on November 2012 a Neuromarketing Code of Ethics. This is a first step towards adopting international standards applied to using neuroscientific methods to study the effectiveness of advertising campaigns, packaging and product design, as well as communication campaigns from non-profit organizations and government institutions. However, some ethicists condemn the code as protecting only a very narrow class, and in the extreme position that neuromarketing itself should only be used for the advancement of what is reasonably believed to be public good, employing Thomas Aquinas' doctrine of double effect (DDE). Although one could make the argument that engineering profit serves the public good, it would not be saved under the DDE because the intention behind it is not to generate a greater good than to which the collective harm of manipulation is greater. However, neuromarketing programs to encourage healthy lifestyle choices may be saved under the DDE, provided it is based on good scientific information in the first place, such as regular exercise.