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Here, entrepreneurial visions and claims of how neurotechnology innovation will revolutionize society\u2014from brain-computer-interfaces to neural enhancement and cognitive phenotyping\u2014are confronted with public and policy concerns about the risks and ethical challenges related to such innovations. But while neuroethics frameworks have a longer track record in public sector research such as the U.S. BRAIN Initiative, much less is known about how businesses\u2014and especially start-ups\u2014address ethics in tech development. In this paper, we investigate how actors in the field frame and enact ethics as part of their innovative R&amp;D processes and business models. Drawing on an empirical case study on direct-to-consumer (DTC) neurotechnology start-ups, we find that actors engage in careful boundary-work to anticipate and address public critique of their technologies, which allows them to delineate a manageable scope of their ethics integration. In particular, boundaries are drawn around four areas: the technology\u2019s actual capability, purpose, safety and evidence-base. By drawing such lines of demarcation, we suggest that start-ups make their visions of ethical neurotechnology in society more acceptable, plausible and desirable, favoring their innovations while at the same time assigning discrete responsibilities for ethics. These visions establish a link from the present into the future, mobilizing the latter as promissory place where a technology\u2019s benefits will materialize and to which certain ethical issues can be deferred. In turn, the present is constructed as a moment in which ethical engagement could be delegated to permissive regulatory standards and scientific authority. Our empirical tracing of the construction of \u2018ethical realities\u2019 in and by start-ups offers new inroads for ethics research and governance in tech industries beyond neurotechnology.<\/jats:p>","DOI":"10.1007\/s11948-022-00421-1","type":"journal-article","created":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T16:22:25Z","timestamp":1675354945000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":11,"title":["How Neurotech Start-Ups Envision Ethical Futures: Demarcation, Deferral, Delegation"],"prefix":"10.1007","volume":"29","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1231-9433","authenticated-orcid":false,"given":"Sophia","family":"Knopf","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nina","family":"Frahm","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sebastian","family":"M. 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