The largest cities in the world are often prime advertising areas, boasting thousands of screens for that express purpose. However, the future could displace those advertisements to an even more visible area: space.
In a seemingly repeat performance of the space race, Russian company Avant Space deployed the first satellite built for space advertising. Unlike the 1960s competition, though, this race appears to be one-sided. In contrast to Russia, the U.S. banned the launch of obtrusive space advertising from American soil in 2000 due to its potential to harm scientific observation and increase pollution. Still, there are currently no international regulations on space advertising, meaning that, instead of stargazing, people might someday look upwards to see the glowing letters of the largest companies adorning the sky.
Avant Space was founded in 2016 and launched its first “space media satellite” into space last April. Russia is supportive of the company, granting it a patent for its laser projection technology in 2020. The company’s goal is to send 200 to 400 low-cost satellites into space by the end of the decade.
Nonetheless, the space advertising initiative faces possible international obstacles and opposition.
The United Nations Outer Space Treaty, passed in 1967, lays down several guidelines that space advertising would appear to violate. It outlines how “outer space is not subject to national appropriation.”Although advertising satellites might not technically be considered claims of sovereignty, they are directly sponsored by companies that belong to certain countries.
The treaty also requires that countries “avoid harmful contamination of space.” Since space advertising utilizes satellites, it could pollute the atmosphere, which would contradict the terms of the treaty.
Therefore, companies pursuing space advertising may be slowed by the political quagmire that will result from hazy regulations, as well as the international implications of disobeying a treaty signed by 115 countries, including the United States.
Similarly, astronomers also oppose space advertising: Piero Benvenuti, former general secretary of the International Astronomical Union, said, “There is absolutely no reason why you should use space in such a useless way.” Light beams would have to be so strong to reach Earth that they would interfere with astronomers’ view of space through telescopes. Even the satellites themselves would reflect light, obstructing new space discoveries. Additionally, if the radio transmissions used to control the satellites were to leak to alternate frequencies, they would overpower faint signals necessary to astronomical research.
Avant Space disagrees. They believe that their satellites will not project excessive amounts of light into the atmosphere: rather, they think that space advertising will demonstrate that “space… is entertainment too.” Avant Space seeks to expand the idea of space from a scientific perspective to include the general public.
Whether or not space advertising increases accessibility or simply harms the environment, if implemented it will no doubt transform the future of marketing and technological development. As a spokesperson from StartRocket, an Avant Space partner company, says, if space advertising continues into the future, advertisers will soon be able to “light [their] own star[s].”
