Using QR codes

Guidance on using QR codes in council materials and communications.

Quick rules

Not everyone can scan a QR code or has a smartphone.
Never use a QR code on its own — always include a short URL.
Do not use QR codes online — use a normal link instead.
Only use QR codes on printed or static displays where it’s safe to scan.
If you’re not sure, leave it out.

What QR codes are

A QR (quick response) code is an image that people can scan with a smartphone camera to quickly move from printed information or static displays to online content.

Before using a QR code, ask yourself if it is really needed and if everyone will be able to use it.

Some people cannot or will not scan a QR code because they:

do not recognise what it is or where it goes
do not have a suitable device
are concerned about security or tracking
have low vision, limited motor control or other access needs

Not all phones, apps or browsers can scan QR codes, and scanning works differently on different devices. Some people may also have scanning turned off or do not know how to use it.

Because of this:

printed materials must always include a short URL as an alternative
do not use QR codes online – use a normal link instead

When to use QR codes

Use a QR code when:

people are looking at printed materials or static displays
they can safely and easily scan with a smartphone
it helps people complete a task quickly

Good places include:

posters and leaflets
pull‑up banners
static digital screens, such as at bus shelters

When not to use QR codes

Avoid QR codes when people cannot scan safely or reliably, including:

moving vehicles
roadside locations where stopping is unsafe
screens that rotate or change too quickly
lamppost banners or roadside hoardings — use a short URL instead

Avoid QR codes in digital content, such as:

websites
emails or email attachments
videos or social media posts

Online, a standard link is easier for everyone, including people who use assistive tools or who find it hard to hold a device steady.

Making QR codes accessible

To make sure everyone can use a QR code.

Tell people what the QR code does

Say clearly where the QR code goes.
Provide a short URL alongside the code.

Use simple, action‑focused text next to the code, such as “Scan to book”, “Scan for opening times” or “Scan for the form”.

Make it easy to see and scan

Use strong colour contrast and leave a clear space around the code so it can be seen and scanned reliably.
Avoid placing the code on a busy or patterned background.
Place QR codes where people naturally look, such as the bottom‑right of printed materials.
Do not stretch, skew or distort the QR code when resizing it.
Avoid decorative or stylised QR codes, as they can reduce scan reliability.
Avoid placing multiple QR codes too close together to prevent accidental scanning.

Make sure everyone can use it

Make the code large enough for people with limited motor control or low vision.
Ensure the code is large enough for the viewing distance (larger codes are easier to scan).
Test the code on more than one device.

If a QR code appears in a digital document

QR codes should not be used in online content. However, they may appear in documents or presentations that were originally created for offline use and later uploaded to the website.

A QR code is considered a functional image. If you upload a document that contains one, you must add alt text that explains where the QR code links to. For example: “QR code linking to our feedback page.”

Do not describe the appearance of the QR code. Describe its purpose or destination.

If a QR code appears in a recorded video or presentation

QR codes should not be used online or relied on in videos published on the website.

Alt text cannot be added to a video. In this case you should:

use a short URL with the QR code and show it clearly in the video
ideally, say the short URL aloud, so it appears in captions and transcripts
include the short URL in the video description

If a recorded presentation happens to include a QR code that was intended for the in‑person audience, make sure the same information is available as a normal link on the webpage where the video is published.

This ensures people do not need to pause the video or scan the code.

Writing short URLs

Keep URLs short and easy to read.
Remove “https://” when showing them visually.
Avoid complicated paths that are hard to remember

Example:

Good: www.nottinghamshire.gov.uk/recyclingcentres
Poor: https://www.nottinghamshire.gov.uk/environment/waste-and-recycling/recycling-centres/find-your-local-centre

Generating a QR code

If you work for the council, do not create a QR code on your own. Contact the Communications and Marketing team first.

When creating QR codes:

use static URL codes, not dynamic ones, for long‑term control and reliability
codes are created ad‑hoc and are not stored by the council
export the QR code as SVG for the best print quality
do not apply custom styling except an approved logo
make it clear where the QR code will take people
always provide a text alternative, such as a short URL

Static QR codes are more reliable because they contain the final URL and always go to the same place. Dynamic QR codes use a tracking or redirect link controlled by another service, which can break or change.

The council uses GenQRCode's free QR Code Generator