The news: Astronomers warn of a growing threat to the night sky: space advertising.
- At the recent American Astronomical Society meeting, astronomers called for a global ban on “obtrusive space advertising.”
- While US federal law already prohibits such ads, international companies could exploit regulatory gaps to launch advertising satellites visible from Earth without telescopes or other technological aids.
The call for a global ban comes as private companies like SpaceX and Blue Origin have expanded commercial opportunities in orbit, creating new possibilities for brand involvement. Pizza Hut, Pepsi, and Tesla are among the brands that have experimented with various forms of space advertising in the past.
Out of this world: The global space economy reached $469 billion in 2021, with advertising emerging as a niche sector.
- That said, ground-based astronomy relies on dark, unobstructed skies to study celestial phenomena.
- Obtrusive space ads, such as logos projected using lasers or reflective materials, could severely hinder essential research. (Non-obtrusive ads, like logos on rockets, spacesuits, or satellites, are less controversial and more commonly used.)
- Russian company Avant Space successfully tested a satellite capable of projecting logos, highlighting the feasibility of this form of advertising. Similarly, StartRocket, another Russian firm, once partnered with PepsiCo to explore space ads but later abandoned the idea.
Our take: The commercialization of space raises concerns about turning the night sky—a shared, unspoiled domain—into a billboard for corporate messaging.
- While space offers opportunities for innovation and exploration, its commercialization through advertising threatens to replace awe and wonder with coroporate branding.
- Brands should be mindful of the theoretical possibilities that space offers—but also of the backlash if they try to be the first adopter of a controversial advertising vehicle.
- Beyond obstructing scientific research, these ads could fundamentally alter humanity’s relationship with the cosmos. Governments and international organizations must act swiftly to prevent obtrusive space advertising from becoming a reality.
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