The 10th and Final Commandment of Exodus 20:17 relates to the mind and heart. It prohibits having lust for another person's belongings, wealth, or way of life. Seeing something with your eyes and wanting to possess it even if it is not yours is called coveting. It is a worldly sin. Advertising uses this nature of coveting to sell their products. They persuade you that you desire and need it. Before they told you that using and purchasing their items would improve your life, you had no idea that you needed or desired them.

Coveting leads to dissatisfaction with your possessions, which leads to further coveting. Those who continue to crave what they do not have are constantly seeking more and more. They lack the contentment and calm that comes from trusting YaHuWaH. Coveting or lusting after your neighbour's wife or husband in your mind and heart is also prohibited. So even contemplating the act of adultery is equivalent to committing the sin of adultery. This has been confirmed in: