Should I use a QR code on my Billboard?

QR codes are an incredibly useful technology that, at first, you might think would be great on a billboard, but think again. Meadow Outdoor has a policy against using QR codes at all on our billboards, and here’s why.

1. QR codes on billboards are illegal in many jurisdictions

Some jurisdictions already have a ban on billboards themselves, or on various things you can put on a billboard, including QR codes. Those regions that don’t have such restrictions likely do have laws against using your phone while you’re driving, which you would need to use to access a QR code link. So, while using QR codes on billboards might technically be legal, they are implicitly illegal almost everywhere.

2.      Avoiding future litigation and restriction

Even if a city or state hasn’t outlawed QR codes on billboards already, it is still best to avoid legislators looking at their sign codes to make that change. The Out of Home Advertising Industry prefers to anticipate problems and self-regulate before legislators do it for us. For more reading about this, check out this article in Billboard Insider. If, for example, a car accident occurs due to a driver trying to access a QR code on a billboard, this would invite bad press and restrictive laws, potentially around all Outdoor Advertising, not just on QR codes. Better to bypass this kind of situation entirely.

3.      QR codes do legitimately distract drivers

Billboards themselves, while briefly grabbing your attention, do not fully distract a driver the way a QR does. Billboards can be read at a glance and need only your eyes to take in the information. Whereas QR codes need at least one hand off the wheel, and your attention on your phone for an extended period of time. QR codes are occasionally justifiable in metro areas with lots of pedestrian traffic, however, Meadow's markets are majority rural so there is no need to try to include them.

4.      QR codes are often ineffective on billboards

The final nail in the coffin of QR codes on billboards is that they often won’t even work. To pull out your phone, open your camera app, and click the link while driving past a billboard would be challenging even for passengers. Factor in the distance between the board and the viewer, the glare of the sun on your window, the moving target as you’re driving, and you can just forget it.

For all these reasons, it is Meadow’s policy not to post artwork with QR codes on our billboards. It’s just one more thing we can do to be good neighbors and responsible billboard owners!

If you are interested in advertising on one of our billboards call us at 800-221-4114 or email us at meadow@meadowoutdoor.com!