Whether it’s trying on lipstick or clothing online, using floor plan software to find out how furniture will fit in a new home or ordering a contactless Coke using a cell phone, businesses are continually finding new ways to promote their products and services using extended reality (XR) technology. Investment in augmented and virtual reality—together known as mixed or extended reality—is expected to mushroom in the coming years: from $10 billion in 2019 to $62 billion in 2027, and from $8 billion in 2020 to $100 billion in 2024, respectively, according to Grand View Research. So are the opportunities for those advertisers who would use the technology to manipulate, deceive and even cause harm to consumers, say University of Michigan School of Information researchers.