Why Dutch Politics Ban QR-Coded Billboards?!
Personally I do not like QR-codes because I know other more relevant ways to engage large audiences. But I think it’s certainly ridiculous that Dutch politicians are trying to put a ban on QR-coded billboards…
Dutch Minister Melanie Schultz van Haegen (VVD) and responsible for the department Infrastructure and Environment thinks differently though.
She wants to ban QR Billboards and Outdoor that are posted along Dutch high ways and motor ways. Her theory: All that’s not relevant to a driver cannot capture this driver’s attention for longer than 2 seconds.
If you think this article is a joke or prank, no way. What will be banned next? Billboards that show lingerie models…
Should we launch eye tracking studies to learn if drivers are not dreaming away longer than 2 seconds, when they see a tropical island on a billboard?
Can you imagine how dangerous that could be? Maybe we should calculate the possible increase of car accidents in 2012, due to billboards with sunny destinations and girls in bikinis?
And what will Dutch Politics plan next considering Billboard regulations? Launching a government controlled panel of consumers that will rank and rate billboards on relevancy, before the content can be campaigned along or high ways?
Maybe Miss Schultz van Haegen has more clever ideas to implement more rules and regulations? How about creating a movement or club against “tasteless outdoor advertising”?
Maybe Miss Schultz, you can invent an outdoor block list that is zip code based. That could enable example religious regions in Holland to opt-out for a Billboard campaigns and photos they do not like…
If I was Miss Schultz, I would certainly ban above Nike guerrilla outdoor ads as well, with the reasons: “A provocative piece of content that could lead to riots and activate terrorist attacks“…
And if we ask our audience to think along, and include all insiders from the outdoor advertising world, we might get you (Miss Schultz) a much longer list of waste tax wasting ideas and guidelines.
In the spring of 2011, above QR billboard close to the highway A4 near Leiderdorp in Holland, was already removed by Minister Schultz van Haegen. She will present her policy document later this year.
Talking about relevancy, I think some of our politicians, should focus at more relevant matters. Banning QR coded billboards, might not be our main priority…
How do you feel about the Dutch measures against QR code billboards? We look forward to take your petition in the comments below.
Source: Adformatie
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While removing the QR codes is a bit extreme I can understand the motive behind it. Using a smartphone to decipher a QR code while driving definitely isn’t sensible.. but I can’t imagine people actually doing that behind the wheel..
Good thinking! We should probably also ban those television screens in busses, metros etc. Those looking angles are so straneous on your neck.
I understand that we want to protect consumers and that we feel the need to make sure there is enough national safety. This is a bit steep though.
What are we going to ban next? Retail in general, no more shopping windows? Just imagine if you bumped in to someone whilst being distracted for a milli-second too much.
@ Chi Chung
Hopefully you are right: and people will not do it when they are driving.
But where should banning certain content of outdoor and billboards stop then… at bikini girls?
Cheers
@ Neil
Good point. If we start here, what will be next?
And who will decide on that? Only “nice” content?
Only in trains and busses…?
@igor I think the government shouldn’t invest their time into this at all. I am curious though, why would you place an outdoor QR code on the highway? Seems to me the ROI is probably poor on such locations.
@ Chi Chung
Agree on the fact that there are much more topics with higher priorities.
On QR codes: never liked them, for the reason that text / sms would apply to almost all consumers.. in that text message a brand could show mobile url, web url, mobile app or whatever.
With QR you exclude about 80%. Not a nice start for marketing and retail..
@ Chi Chung
I’m curious to, who’s going to scan the code while driving:S
@ Igor & Neil
The government shouldn’t invest time in this. The advertising company will soon see the ROI is poor and the “problem” solves itself!
@Rick
Agree with you twice! Thanks for sharing.
@all,
Agree, let’s wait and see.
The level of wanting to interact also depending on the dynamics of the targetaudience, attractives of the message for them, what’s in it for me etc.
Peter
Igor, I wonder what your argument against the ban is, except the “fear of what will be next”? I don’t think it is such a bad idea to ban billboards along highways, if it can save lives. And, it is not such a long shot to assume it will save some lives. Take a look at the caption of this picture for example (http://www.itsvery.net/anna-nicole-smith.html “Anna Nicole Smith’s most famous picture – as a H&M model she turned heads on the streets and the billboard was made responsible for traffic accidents all over the world.”) or this article http://crazyhorsesghost.hubpages.com/hub/Anna_Nicole_Smith_Photos_and_Videos – “An advertising campaign for Swedish fashion company “H&M” with posters of Anna caused several car accidents in major European cities (1994)” I assume she is not the only one with that effect on drivers. Other content might also do it, even though I doubt QR-codes draw much attention (Like Chi Chung I doubt people scan them from their car).
São Paulo in Brazil has banned all outdoor advertising, and from what I have heard, it has been very popular among the general public. I am not saying you should to that, only as an example and that it is worth considering banning billboards along highways if there are beneficial consequences.
I don’t think it is such a bad idea to ban billboards along highways, if it can save lives. And, it is not such a long shot to assume it will save some lives. Take a look at the caption of this picture for example (http://www.itsvery.net/anna-nicole-smith.html “Anna Nicole Smith’s most famous picture – as a H&M model she turned heads on the streets and the billboard was made responsible for traffic accidents all over the world.”) or this article http://crazyhorsesghost.hubpages.com/hub/Anna_Nicole_Smith_Photos_and_Videos – “An advertising campaign for Swedish fashion company “H&M” with posters of Anna caused several car accidents in major European cities (1994)” I assume she is not the only one with that effect on drivers. Other content might also do it, even though I doubt QR-codes draw much attention (Like Chi Chung I doubt people scan them from their car).
São Paulo in Brazil has banned all outdoor advertising, and from what I have heard, it has been very popular among the general public. I am not saying you should to that, only as an example and that it is worth considering banning billboards along highways if there are beneficial consequences.
Since my comment from 6th of September hasn’t been approved yet, I will post it again:
Igor, I wonder what your argument against the ban is, except the “fear of what will be next”? I don’t think it is such a bad idea to ban billboards along highways, if it can save lives. And, it is not such a long shot to assume it will save some lives. Take a look at the caption of this picture for example (http://www.itsvery.net/anna-nicole-smith.html “Anna Nicole Smith’s most famous picture – as a H&M model she turned heads on the streets and the billboard was made responsible for traffic accidents all over the world.”) or this article http://crazyhorsesghost.hubpages.com/hub/Anna_Nicole_Smith_Photos_and_Videos – “An advertising campaign for Swedish fashion company “H&M” with posters of Anna caused several car accidents in major European cities (1994)” I assume she is not the only one with that effect on drivers. Other content might also do it, even though I doubt QR-codes draw much attention (Like Chi Chung I doubt people scan them from their car).
São Paulo in Brazil has banned all outdoor advertising, and from what I have heard, it has been very popular among the general public. I am not saying you should to that, only as an example and that it is worth considering banning billboards along highways if there are beneficial consequences.
[...] Two weeks ago we posted a blog on how the Dutch Politics is trying to QR-Coded Billboards. (check it out here) [...]
Hello Kristofer
Oh I agree they could ban it.
But Qr codes like above are not that mind blowing for male drivers as Anna N. Smith. So that argument could not really be sue by our politicians, I guess?
And if outdoor is forbidden, more budget would go online, which I would like.
Nevertheless, I think that rules and regulations in some markets are already ridiculous and rigid. And we have to many of them.
You can’t regulate all. Maybe wiser to focus and drinking and driving, or facebooking or texting while driving?
Cheers
Hi Igor,
Now that my comments have finally been approved, that many are a bit redundant. If you want you could delete two of them.
Well, QR-codes are not sexy, no, but if their purpose is to be used, they will draw attention away from driving, just like billboards with lingerie models. And, if accidents happen due to that, then it might be a good idea to ban.
There are always some rules and regulations that seem ridiculous. But I don’t think this is such a bad idea. I think people who have had their loved ones killed by someone who was driving while on the phone is glad that it’s banned (at least here). And that is the idea with the ban of QR-codes too – to prevent deaths.
Cheers,
Kristofer
By coincidence I ran into this just now:
http://shotgunconcepts.com/2011/10/oprah-hates-your-billboard/
“it took an average of 47 seconds for them to take out their phone and find the application to read the QR code”
Probably quite risky while driving.