We know that the world of marketing communications is going through a time of great upheaval.
And while there has been valuable discussion—and action—around how agencies must
transform to meet the rapidly changing needs of clients, an important accelerator of our evolution
has gone largely untapped. Space.
Today, many of the most innovative, fastest growing, and technologically advanced companies
in the world have set their sights on outer space. Whether it is newcomers or legacy companies,
the private sector is taking the reigns of space travel and exploration from government
agencies—and business is booming.
Companies have been trying to commercialize space for a since the 1960s including
advertisements. Space advertising is the use of advertising in outer space or related to space
flight. While there have only been a few examples of successful marketing campaigns, there
have been several proposals to advertise in space, some even planning to launch giant billboards
visible from the Earth. Obtrusive space advertising is the term used for such ventures.
The Outer Space Treaty, formally the Treaty on Principles Governing the Activities of
States in the Exploration and Use of Outer Space, including the Moon and Other Celestial
Bodies, is a treaty that forms the basis of international space law. In 2019 109 countries have
signed the agreement. It claims that no nation may claim sovereignty of outer space or any
celestial body. Article VI of the Outer Space Treaty deals with international responsibility,
stating that "the activities of non-governmental entities in outer space, including the Moon and
other celestial bodies, shall require authorization and continuing supervision by the appropriate
State Party to the Treaty" and that States Parties shall bear international responsibility for
national space activities whether carried out by governmental or non-governmental entities.
Georgia based marketing company called Space Marketing came up with the idea of space
billboards. They would be placed in space and would project an image (company logo etc) the
size of the moon on the atmosphere and bee seen by everyone. After 30 days it would fall back to
the earth and burn up in the atmosphere. The US congress outlawed the billboards and passed a
bill to prevent space advertisements. Yet other nations may not have the same vision as a clean
sky environment.
In 2019, NASA opened International Space Station (ISS) for space advertising and other short duration commercial activities conducted by private companies' crews. Even Pepsi (1996) paid
approximately US$5 million to have a cosmonaut float a replica of the company's soda can
outside the Russian space station. Pizza Hut (2000) paid approximately US$1 million for a space
ad that saw their logo painted on a rocket
Commercialization of space by private companies is underway!

1. Are their ethical issues to advertising in outer space that infringe on rights and visual
privacy?
2. What were the potential risks international risks associated with this case?
3. Were there any decision-making models or core values that may come into play with
advertising in space?
4. Is the notion of “someone is going to do it so we may as well beat them to it” applicable
to intrusive advertisement?