Facial recognition is a technology that is used to control people in order to fight the impacts of COVID-19. However, this technology has been used formany years in many economical, social and political areas. This work provides an analysis of the new business based on technologies of facial micro-expressions recognition. By means of this procedure, the involved companies measure and evaluate emotions with the aim of monitoring the movement, predicting behaviors, intentions of purchase and vote, between other applications. Our purpose is to check the theoretical suppositions that sustain this business, to propose later some ethical derivative reflections.