Space advertising explained

Space advertising is the practice of advertising in space. This is usually done with product placements during crewed space missions.

Space advertising falls into two categories: obtrusive and non-obtrusive.

Obtrusive space advertising is advertising in outer space that is visible to individuals on the Earth's surface without the aid of a telescope or other technological devices.[1] [2] Both international and national laws govern the practice of obtrusive space advertising due to concerns about space debris (objects in space that can cause harm) and the potential obstruction of astronomical views from the Earth's surface. Contemporary regulations and technological capabilities limit space advertising, yet it persists in popular culture in a variety of forms.

Non-obtrusive space advertising is the term for any other type of advertisement in space, such as logos on space suits, satellites, and rockets.

History

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]

Attempts

In the past, attempts at orbital spaceflight have been discouraged due to the high cost (millions of USD per launch).[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]

Successful attempts

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 the following:

Failed attempts

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:

Challenges

Regulation

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 instance, the EU prohibits advertisers from airing tobacco or alcohol-related advertisements. Ireland also outlaws advertisements that undermine public authority. Regulatory differences may make it more challenging for obtrusive space advertisements to remain legal across multiple jurisdictions.

Beyond content-based regulations, consumers in countries like the United States 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).

Property rights are another legal concern. Due to the bright lighting of space-based ads, non-consenting property owners may raise legal challenges, arguing that the ads constitute a nuisance and violate their legally held rights.

Astronomical observations

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 earth's surface.

Space debris

Space objects that have surpassed their functional use period and are not equipped with de-orbiting technology are considered space debris. This 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 and anti-collision measures.

Regulations

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.

For obtrusive advertising

For non-obtrusive advertising

In popular culture

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.

Film

Literature

External links

Notes and References

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  2. Web site: 51 U.S. Code § 50902 - Definitions. 2020-10-30. LII / Legal Information Institute. en. 2020-11-26. https://web.archive.org/web/20201126080616/https://www.law.cornell.edu/uscode/text/51/50902. live.
  3. Web site: The Space Race. HISTORY. en. 2019-10-30. 2021-01-10. https://web.archive.org/web/20210110133659/https://www.history.com/topics/cold-war/space-race. live.
  4. News: Elon Musk sends Tesla car to Mars on SpaceX rocket. Alexander. Harriet. 2018-02-06. The Telegraph. 2019-10-30. Horton. Helena. en-GB. 0307-1235. 2019-10-30. https://web.archive.org/web/20191030164812/https://www.telegraph.co.uk/news/2018/02/06/tech-giant-elon-musk-send-car-mars-aboard-worlds-powerful-rocket/. live.
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  6. Web site: A Brief History of Space Advertising. 2016-04-11. The 8 Percent. en-US. 2019-10-30. 2018-09-29. https://web.archive.org/web/20180929052738/http://the8percent.com/a-brief-history-of-space-advertising/. live.
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  8. Web site: Is SpaceX Changing the Rocket Equation?. Chaikin. Andrew. Air & Space Magazine. en. 2019-11-06. 2019-12-16. https://web.archive.org/web/20191216141743/https://www.airspacemag.com/space/is-spacex-changing-the-rocket-equation-132285884/. live.
  9. Web site: Product placement may help power NASA's next big space mission. Grush. Loren. 2018-09-11. The Verge. en. 2019-11-08. 2019-10-28. https://web.archive.org/web/20191028165109/https://www.theverge.com/2018/9/11/17798460/nasa-trump-advertisers-sponsors-product-placement-mission-revenue. live.
  10. Web site: Logos in Space: The Future of Advertising?. 2018-09-24. LogoGrab Blog. en. 2019-11-08. 2019-10-28. https://web.archive.org/web/20191028165107/https://blog.logograb.com/logos-space-advertising-future/. live.
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  20. Web site: Elon Musk sent a $100K Tesla Roadster to space a year ago. It has now traveled farther than any other car in history.. Wilkin. Nathaniel Lee, Rebecca. Business Insider. 2019-11-06. 2019-07-17. https://web.archive.org/web/20190717101614/https://www.businessinsider.com/elon-musk-tesla-roadster-space-spacex-orbit-2019-2. live.
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  25. Web site: A Company Once Tried to Put a Kilometer-Wide Billboard in Space . live . https://web.archive.org/web/20191030165746/https://curiosity.com/topics/a-company-once-tried-to-put-a-kilometer-wide-billboard-in-space-curiosity/ . 2019-10-30 . 2019-10-30 . Curiosity.com.
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