Using QR codes

Guidance on using QR code images in council materials and communications.

On this page

What QR codes are

A QR (quick-response) code is a two-dimensional matrix image used for printed materials or static digital displays that can be scanned with a smartphone's camera.

They allow users to quickly access websites from printed materials or between two digital channels.

Before deciding to use a QR code, first consider how people will use it.

People do not always know what a QR code is or how it works. Some find them difficult to scan or may not have access to devices or software needed to read them. 

Also, users may not scan them if:

  • you are not clear where it will take them
  • they are concerned about the risk of spreading malware or being tracked  

When to use

Use QR codes only when a user is likely to use a smart device's camera to access the information, like in: 

  • printed posters, leaflets or pull up banners
  • static digital displays like those found at bus shelters

To make them accessible, provide a:

  • brief description of where the QR code takes the scanner
  • a selectable text-based link or short URL of the website alongside the QR code

When not to use 

Do not use QR codes in content that:

  • cannot be scanned easily or safely with a mobile device
  • is meant to be accessed online from the user's own device

For example, an advertisement on the back of a bus that may encourage some users to step into a road or scan while driving.

Other examples where QR codes should be avoided include:

  • rotating digital carousels or billboards that show them only for a few seconds at a time
  • roadside hoardings and lamppost banners (for road safety reasons) - use a short URL instead
  • web pages - use a selectable text-based link instead
  • video content or social media posts which are meant to be accessed from the audience's own device
  • emails or email attachments

Generating a QR code

If you work for the council and would like to use a QR code in council materials, first contact the communications team to discuss.

We have a QR code service we use that can include: 

  • a specially design council logo
  • QR code use tracking (if needed)

You must also make sure the information in the QR code image is made accessible for those who cannot scan it.