Purpose - The purpose of this paper is to question whether, in an increasingly commercialised "24/7" information and entertainment society, public libraries are finding it progressively more difficult to provide access to trusted, impartial public spaces free from commercial influence. Design/methodology/approach - The paper reflects on the secondary literature related to public library as an impartial space, considers the modern commercial factors impacting on this role, and provides a strengths, weaknesses, opportunities, threats (SWOT) analysis examining whether the role as impartial space is under threat. Findings - The paper addresses whether public libraries should conform to a more commercial model in order to survive in a predominantly consumer society or retain their values and continue to provide "... alternatives and alternative spaces in a culture dominated by information capitalism and media image and spectacle". Concerns are expressed regarding the influence of commercialism in public library services, especially around the marketing of specific brands within a public library environment. Social implications - The paper focuses on public libraries in "real world" and "virtual" communities and addresses pertinent issues related to their place in twenty-first century society. Originality/value - The paper considers the important issue of the impartiality of the public space occupied by the library and whether this role is in danger due to commercial influences. As such it offers value for theorists and practitioners involved in library and information science, as well as those interested in public services and the impact of consumerism.
