Space Advertisements: A Possible Future
In 2019, PepsiCo’s Russian subsidiary partnered with the Russian startup StartRocket to explore the possibility of advertising in space. StartRocket proposed using a group of small satellites to reflect sunlight and create advertisements that could be seen from Earth. The companies conducted an exploratory stratospheric test, but PepsiCo later stated that it was a one-time test and that it had no plans to commercially pursue the technology at that time. However, the idea of advertising in space did not necessarily end there.
"At a briefing during the 245th Meeting of the American Astronomical Society earlier this month, the organization rolled out a statement calling for bans on “obtrusive space advertising” because of the interference it could cause for groundbased astronomy" (Foust 2025).
"Another Russian company, StartRocket, announced in 2019 that it had a contract with the Russian subsidiary of PepsiCo to promote an energy drink using space advertising, with a fleet of smallsats reflecting sunlight with Mylar sails to form the logo" (Foust 2025).
"Obtrusive space advertising is defined in U.S. federal law 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.”"(Foust 2025).
"...there is growing concern that companies in other nations would launch obtrusive space advertising payloads...“The lure of it is so great that I can’t imagine that no one will try,” he said. “I think the commercial value will prompt somebody to do it.”" (Foust 2025).
"It is a terrifying problem for astronomy research." — astronomer Samantha Lawler
Review
These articles present a different perspective on how space could be used, showing that it is not only a place for scientific research, exploration, or military activity, but could also become a new area for commercial development. Existing international agreements generally establish space as open for exploration and use, but the growth of commercial space activities raises questions about how these laws apply to newer forms of development.
The possibility of using the night sky for advertising and entertainment may seem unrealistic, but the development of these technologies raises questions about what activities are permitted in space and how they should be regulated. Without clear international rules for these emerging uses, it may become increasingly important to determine how commercial activities could affect the night sky and people’s ability to view it from Earth.
The potential impact on astronomy is another important consideration. As Samantha Lawler discusses, increasing objects and activity in orbit could make astronomical research more difficult from Earth. This raises questions about how future space development could affect our ability to study the universe from the ground and whether regulations may be needed to protect scientific observation.
There are also environmental and safety concerns associated with adding more objects to Earth's orbit. Space debris is already a significant issue, and additional commercial objects could increase the number of objects that need to be tracked and managed. As commercial uses of space continue to develop, considering their effects on astronomy, orbital safety, and the night sky could help shape how these activities are regulated in the future.
References
Kuthunur, S. (2025). ‘Space advertising’ could outshine the stars—unless it’s banned first. Scientific American. https://www.scientificamerican.com/article/space-advertising-draws-astronomers-opposition/
Foust, J. (2025, January 25). Astronomers seek global ban on space advertising. SpaceNews. https://spacenews.com/astronomers-seek-global-ban-on-space-advertising/
