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Space advertising is the practice of advertising in space. This has usually been done with product placements during crewed space missions.
Two categories are used to describe space advertising: obtrusive and non-obtrusive.
Since the Space Race and the dissolution of the Soviet Union, [3] space-based advertising has been explored as a non-militarized use for space. Since then, several attempts at space advertising have occurred, such as Elon Musk’s SpaceX launch of a Tesla car into orbit. [4] [5]
One major advantage that space advertising has over other Earth-bound methods is the scale of its reach. Millions of people across multiple countries can be exposed to an advertisement orbiting Earth. However, relatively high start-up costs have prevented this from becoming a common mode of advertisement. [6] [7]
The high cost of orbital spaceflight (millions of USD per launch) has discouraged attempts in the past. [8] Public space exploration authorities have also been reluctant to cater to advertisers. For example, NASA's restrictive policy on its employees' endorsing of products required astronauts to refer to M&M's as "candy-coated chocolates". [9] [10]
Due to the high cost of orbital launches, as well as associated maintenance costs, there have not been many successful advertising projects. For context, SpaceX's base fares for sending objects into space are highly costly, starting at $67 million. [11] [12]
Some successful attempts include:
Although the number of attempts at space advertising is small, there have been several failed attempts to send advertising into space by companies and organizations around the world.
Some failed attempts include:
Different countries have varying advertising regulation levels. As advertisements that orbit the Earth, effectively operating across country borders, obtrusive space advertisements must necessarily grapple with these regulatory differences. For example, in the EU, advertisers are banned from running tobacco or alcohol-related advertisements. In Ireland, advertisements that undermine public authority are also outlawed. Regulatory differences may make it more challenging for obtrusive space advertisements to remain legal across multiple jurisdictions. [1]
Beyond content-based regulations, in countries such as the United States, consumers have the right to opt out of receiving ads. It is unclear whether or not a consumer can effectively opt out of receiving space-based advertisements (e.g., by closing one's blinds). [1]
Another legal concern is that of property rights. As space-based ads would be brightly lit, non-consenting property owners might offer legal challenges claiming the ads a nuisance and an infringement upon their own legally held rights. [1]
The International Astronomical Union argues that artificial satellites built out of reflective material adversely impact astronomical observations. [29] A paper that was presented to the United Nations stated that "scattered light from sunlit spacecraft and space debris, and radio noise from communications satellites and global positioning systems in space, reach the entire surface of the Earth”. [30] Obtrusive space advertisements that are comparable to the brightness of the moon have the potential to make the observation of faint, distant objects impossible from the surface of the earth.
Space objects that have surpassed their functional use period and are not equipped with de-orbiting technology are considered space debrisThis can lead to collisions with other space objects, which can contribute to a cascading increase in space debris [31] known as the Kessler syndrome. Increasing amounts of space debris can make space exploration and utilization of Low Earth Orbit (LEO) more difficult. [32] [33]
Space advertisers could face penalties if the advertisements are considered to eventually become space debris. Because objects in orbit can remain in orbit for long periods of time, it is possible that the object remains in orbit longer than the advertising entity still exists. If approved, obtrusive space advertisers can expect to comply with end-of-life de-orbiting measures and anti-collision measures. [33]
While space advertising is a relatively new concept, it is subject to some international treaties and national policies, either specifically on space advertising or space commercial activities.
Advertising in outer space or space flight has been featured in several science fiction books, films, video games, and television series. They are usually shown as a satire of commercialization.
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