Space advertising

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

Contents

Astronaut Tony England drinking Coca-Cola from a special can designed for zero gravity during the Space Cola Wars. NASA shuttle astronaut drinks from a specially designed Coke beverage can.jpg
Astronaut Tony England drinking Coca-Cola from a special can designed for zero gravity during the Space Cola Wars.

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. [1]

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

Elon Musk's Tesla Roadster is mounted on the Falcon Heavy upper-stage; Earth in the background. Elon Musk's Tesla Roadster (40110297852).jpg
Elon Musk's Tesla Roadster is mounted on the Falcon Heavy upper-stage; Earth in the background.

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:

  • Tokyo Broadcasting System (1990): The Tokyo Broadcasting System (TBS) paid approximately $11 million to the Russian space agency for the flight of journalist Toyohiro Akiyama to the Russian space station Mir. The launch vehicle displayed the Tokyo Broadcasting System logo. [13] [14]
  • Pepsi (1996): Pepsi paid approximately $5 million to have a cosmonaut float a replica of the company's soda can outside the Russian space station. [13]
  • Tnuva (1997): Israeli milk company Tnuva filmed a commercial for their product on the former Russian space station Mir. The commercial aired in August 1997 and holds the Guinness World Record for the first advertisement shot in space. [13] [15]
  • Pizza Hut (2000): In 2000, Pizza Hut paid approximately $1 million to have the company logo featured on a Proton rocket that was being launched to the International Space Station by Russia. In 2001, Pizza Hut delivered a 6-inch salami pizza to the International Space Station. [13] [16] [15]
  • Nissin Foods (2005) sent vacuum-sealed Cup Noodles to space that were eaten by cosmonaut Sergei Krikalev for a TV commercial. [15]
  • Element 21 (2006): Russian cosmonaut Mikhail Tyurin hit a golf ball from the ISS porch as part of a commercial with Element 21. [17]
  • Toshiba Space Chair Project (2009): Toshiba used helium balloons to bring four empty chairs to the edge of space and filmed a TV commercial for their Regza HD TVs. [15]
  • Lowe's & Made in Space 3D Printer (2016): Sent a 3D printer to the International Space Station. [18]
  • KFC (2017) launched the Zinger-1 mission, sending a KFC Zinger Sandwich to the edge of space. This mission was a test flight for World View Enterprises' satellite high-altitude balloons. [19]
  • SpaceX (2018) sent a Tesla Roadster into orbit as the dummy payload for the first Falcon Heavy test flight. [20]
  • Vegemite (2019): A group of university students from the University of Technology Sydney launched two pieces of Vegemite toast on a stratospheric balloon from the Hunter Valley region, located north of Sydney. [21]
  • Rocket Lab (2019) sent a reflective sphere, the Humanity Star, into orbit. [22]

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:

  • France's “Ring of Light” Project (1989): This project was intended as a tribute to the 100th anniversary of the building of the Eiffel Tower. It involved the launch of a ring of 100 reflectors that would link together, reflecting the sun's light to become visible for about 10 minutes out of every 90-minute orbital period. It was ultimately called off due to concern that it could interfere with space-related scientific research and widespread criticism from the general public. [23] [24]
  • The Znamya Project (1990s): A Russian space program that involved the launch of satellites designed to reflect and beam sunlight to polar regions on Earth. [13]
  • Space Marketing Inc. (1993) proposed launching a billboard into space. This was ultimately blocked by House of Representatives members who passed legislation to prevent the issuing of launch licenses for the purpose of putting advertisements in space. [25] [26]
  • PepsiCo Billboard (2019): The Russian branch of PepsiCo Inc. partnered with Russian startup StartRocket for the attempted creation of an orbital billboard. There was a successful exploratory test of orbital advertisements; however, this attempt was ultimately stopped when the plan was denied by PepsiCo's U.S. Branch. [27] [28]

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. [1]

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). [1]

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. [1]

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. [33]

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

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

Related Research Articles

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<span class="mw-page-title-main">2012 in spaceflight</span>

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A heavy-lift launch vehicle is an orbital launch vehicle capable of generating a large amount of lift to reach its intended orbit. Heavy-lift launch vehicles generally are capable of lifting payloads between 20,000 to 50,000 kg or between 20,000 to 100,000 kilograms into low Earth orbit (LEO). As of 2024, operational heavy-lift launch vehicles include the Long March 5 and the Proton-M.

<span class="mw-page-title-main">2015 in spaceflight</span>

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<span class="mw-page-title-main">2016 in spaceflight</span>

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<span class="mw-page-title-main">2013 in spaceflight</span>

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<span class="mw-page-title-main">2019 in spaceflight</span>

This article documents notable spaceflight events during the year 2019.

Super heavy-lift launch vehicle Launch vehicle capable of lifting more than 50 tonnes of payload into low earth orbit

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<span class="mw-page-title-main">2021 in spaceflight</span>

The year 2021 broke the record for the most orbital launch attempts till then (146) and most humans in space concurrently (19) despite the effects of COVID-19 pandemic.

<span class="mw-page-title-main">2022 in spaceflight</span>

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<span class="mw-page-title-main">Elon Musk's Tesla Roadster</span> Sports car launched into space in 2018

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