It is questionable, how much a marketer is interested in a half-simplified client, a person, who is used to augmented reality and is ready to properly comprehend information only through augmented reality applications. However, in case legislative base is adjusted properly to the realities of modern day and will properly set the game rules for the use of augmented reality applications in the sphere of marketing, this problem may be resolved to a large degree.ДЄnother important concern is, however, of rather ethical nature. This gives the marketer an additional very powerful tool of cheating upon the customer and this in its turn gives the customer additional grounds for concerns. If a customer knows, that augmented reality is widely used and knows basic principles of its application, how trustful will this customer be? There is a reasonable doubt as for whether or not the picture, shown to the customer, doesnвЂ™t have more elements of augmented reality than it is needed for the customer to better understand the product or its features. This is why it is important to have new regulations regarding augmented reality.ДЄnother concern relates to the trust consumers have got for the manufacturers or service providers. In this respect, we may face one of the most horrible dystopias in reality. Thus, it may be the case that in modern realities we could go to deep in violating human privacy for the sake of well-being of the society. Which is, on the one hand, acceptable for the well-being of the society, but on the other hand, when the laws we are using now were adopted nobody could foresee augmented reality and the degree to which private domain could be accessed. Basically, the devices, while making record of the environment and processing this record will, certainly, reach out into the personal domain. One of the primary concerns in this respect is the legal concern (TRoesner, 2014). Some of these concerns are widely recognized, while others are discussed only by some of the specialists. Still, though augmented reality applications have been used in marketing since quite recently, there are numerous concerns regarding this marketing tool, By means of augmented reality it is comfortable to show to the customer, how their house is going to look when it is built, allow them to take a virtual tour about their new house, help them make a decision as for what materials they would wish to use in the erecting of their walls, or, for that matter, what style of a haircut they would wish to have. This may refer to various marketing applications, including, as one of the examples, the clothing industry, house building industry, gardening, and other services, which presuppose, developing or modifying objects in the existing segment of space or modifying human appearance. It seems to be a comfortable tool on the one hand, since it allows the marketer to show to the customers features of the products, which the customer would otherwise fail to notice or even fail to comprehend (Giraldo, 2015). Augmented reality can be and is already being used for marketing purposes.

Augmented paper