A Russian company has deployed what it calls the "first space media satellite" into orbit as part of a plot to sell the night sky as advertising space.
Moscow-based Avant Space aims to use laser-equipped satellites to project advertisements visible from Earth - in the face of warnings that the firm's craft pose a "serious threat".
And while the recently-launched satellite is just a prototype, the firm is planning to launch an entire fleet of these small satellites to beam logos and QR codes across the night sky.
The technology, patented by Avant Space in 2020, would project laser-light billboards visible to stargazers.
A promotional video shows advertisements from major brands like Apple, Google and Rolls-Royce being displayed above cities like London
AVANT SPACE
The company plans to offer customers limited control of their satellites via an app.
A promotional video shows advertisements from major brands like Apple, Google and Rolls-Royce being displayed above cities like London and racing tracks.
The space adverts would only be switched on during dawn and dusk over major cities, Avant said, in a bid to minimise interference with remote astronomical telescopes.
"The vision is to prove that space is not just for scientists, not just for the military - it is entertainment, too. And people like entertainment," said Vlad Sitnikov of StartRocket, a Russia-based firm partnering with Avant Space.
He added: "Where there is humanity, there will be advertisements - we want to be the first."
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Avant Space also plans to offer customers limited control of their satellites via an app
AVANT SPACE
'The vision is to prove that space is not just for scientists, not just for the military - it is entertainment, too,' said Vlad Sitnikov of StartRocket, a Russia-based firm partnering with Avant Space
AVANT SPACE
The company sees the night sky as the world's biggest potential advertising space.
But the American Astronomical Society has previously voiced opposition to Avant Space's plans, stating they present an "unknown, but potentially serious, threat to the pursuit of astronomical discovery".
Astronomers fear that as space becomes increasingly commercialised, more companies will follow Avant Space and StarRocket's lead.
The company argues its approach would avoid light pollution concerns, as cities already miss out on the darkest skies.
But in the US, authorities banned space from becoming a place for advertising in 2000.
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There are concerns that another constellation of satellites would complicate efforts to manage traffic in low-Earth orbit
AVANT SPACE
However, this federal ban only applies to launches from US soil - not from other countries.
And current laws do not prevent space billboards from drifting across the sky into countries that have banned them.
This regulatory gap could allow companies operating from countries without such restrictions to develop space advertising platforms.
There are also concerns that another constellation of satellites would complicate efforts to manage traffic in low-Earth orbit.
These satellites would join approximately 39,000 pieces of space debris already circling Earth in a debris cloud comprising chunks and flecks of disused rockets and retired satellites.
