Astronomers are calling for a global ban on space advertising, in hopes that the issue can be nipped in the bud amid a period of rapid commercialization and privatization in spaceflight.
In a statement adopted in October 2024, the American Astronomical Society declared that humankind’s scientific understanding of the universe is under threat from space activities, including the proliferation of satellite constellations, space debris, and radio- and electromagnetic interference. Of note is the potential for a space-based eyesore: giant billboards hanging out in low Earth orbit.
“It is the position of the American Astronomical Society that obtrusive space advertising should be prohibited by appropriate international convention, treaty, or law,” the statement read.
Congress already prohibits domestic launches of any “payload containing any material to be used for the purposes of obtrusive space advertising,” in which obtrusive space advertising is defined as “advertising in outer space that is capable of being recognized by a human being on the surface of the Earth without the aid of a telescope or other technological device.”
“The US federal ban on obtrusive space advertising is a critical bulwark against an insidious fouling of the natural sky by private interests,” said James Lowenthal, an astronomer at Smith College and member of the AAS’ Committee for the Protection of Astronomy and the Space Environment (COMPASSE), in an email to Gizmodo. “That ban recognizes that the sky belongs to everyone, and must be protected for all humans now and in the future.”
“But the ban applies only to US launches; other countries could approve launches of ‘space billboards’ from their soil that would be visible from around the world,” Lowenthal added. “That’s why an international ban is critical.”
Two Russian companies—Avant Space and StartRocket—have expressed interest in launching advertisements into space. According to SpaceNews, a Russian subsidiary of PepsiCo and StartRocket had a contract to promote an energy drink from space, though the two companies didn’t follow through with the idea following exploratory tests.
Images on StartRocket’s social media illustrating the proposed space ad technology were met with fierce criticism.
Advertisements in low Earth orbit would function similarly to the large scale drone shows that increasingly are subbed in for fireworks shows, which are noisier and can cause fires on the ground.
According to NBC News, StartRocket’s space-based ads would be composed of an array of satellites toting 30-foot-wide (9.4-meter-wide) reflective sails; each sail, reflecting sunlight towards Earth, would be positioned within the larger array to form words, patterns, or logos to paying customers.
The call for a ban comes at a time when privatized spaceflight is booming. Private companies have sent missions to the International Space Station and space agencies are increasingly reliant on companies like SpaceX for their launch vehicles. In October 2024—in fact, just a few days after the AAS statement, the largest satellite constellations to date unfurled in Earth orbit.
“While previously there were a very few major players in space, all of them national government level—primarily the US/NASA, ESA, China, Russia, and India—now there are hundreds or thousands of private space companies vying for a piece of the space pie,” Lowenthal said. “Controlling and communicating with them is different and more complicated than with national governments. They have different interests, different cultures, different goals, different modes of operating than governments. And they may have very strong interests in advertising, including in space.”
Those satellite constellations are not used for advertising, but clutter low Earth orbit in a similar way. Earth and space-based telescopes deal with streaks in images caused by satellites passing through their fields of view, though scientists are developing software workarounds for the problem.
Gizmodo has made the case for keeping Earth’s skies clear of shiny art and other glowing spectacles. Putting advertisements in space is both feasible and compelling from a commercial standpoint. Forget SpaceX’s failed launches, which spew bright streaks across the night sky—other companies have intentionally spawned similar atmospheric light shows.
Light pollution is intensifying the world over, according to NOIRLab’s Globe at Night project. Messaging aside, space-based advertising would make it even harder for the public and scientists alike to see the skies and take up more real estate in an already crowded low Earth orbit.
“For humans at large, the loss of the naturally dark, pristine sky to space billboards would be a profound and devastating one,” Lowenthal said. “The night sky is a source of solace, mystery, awe, and inspiration for countless millions. It connects us to our ancestors, history, and culture.”
“No private company has the moral right to jeopardize any of that,” he added.
It’s not clear whether other nations would sign onto a global ban, but the AAS called for the U.S. delegation to the United Nation’s Committee on the Peaceful Uses of Outer Space to help push to keep the skies clear of space ads.
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