Successful cases of using the metaverse as a promotion channel are discussed in the article. However, States and governments have seen serious risks that need to be addressed to ensure security. In the course of the work, these threats were identified and described in detail. The successful practice of using the metaverse by companies and the presence of serious problems of its development create contradictions that require study. Thus, the purpose of this work is to answer the question whether the metaverse is a promising channel of promotion for business. In order to achieve it, an analysis of the report of the largest bank JPMorgan in 2022 with forecasts of the prospects of metaverses for business promotion was carried out. In the future, the next step will be to investigate whether the major and largest media- outlets are using the metaverse to promote their content. Perhaps it will become a new communication platform, just like once innovative messengers, marketplaces and ecosystems. To test this hypothesis, it is planned to conduct expert interviews with the marketing director of Sensorium Galaxy, Yandex, Sber and VKontakte.