Broadcasters in the UK, including the BBC and ITV, have faced accusations of attempting to pressure viewers into purchasing a TV license by displaying QR codes during World Cup matches. These codes, when scanned, direct viewers to a page where they can buy the £180 license, which is mandatory for watching live television or using playback services like BBC iPlayer.
During England's 0-0 draw with Ghana on June 23, 2026, the BBC presented viewers with a QR code alongside the message 'Buy a TV licence. Scan the QR code' before the game and after kickoff. Presenters also reminded audiences of the legal requirement to possess a license to view World Cup games.
These prompts come amid a documented decline in TV license compliance. The BBC estimates that while approximately 94 percent of households utilize its services monthly, only 80 percent currently hold a valid TV license.
Similar QR code prompts have been shown during other matches in the 2026 tournament, including England's opening game against Croatia. The broadcasters' strategy has drawn criticism from some viewers who expressed their frustration on social media, with one commenter stating, 'BBC kindly giving us a QR code to remind us to pay for a TV licence, have a day off.' Another viewer commented, 'If BBC Sport tell me to buy a TV licence again, I swear I'm never renewing. This is so tone deaf it's unbelievable.'
Some viewers also raised concerns that the QR codes were obtrusive during crucial game moments and questioned their effectiveness. One viewer speculated, 'I doubt even one person out of the 13 million people watching in the UK scans the QR code.'
A spokesperson for TV Licensing described the initiative as a trial to explore new methods for increasing compliance, stating, 'We regularly test new ways of supporting people to get and stay correctly licensed.' Previously, TV Licensing had posted on social media, 'England take on Ghana tonight at 9pm on BBC One. Remember, you need a TV Licence to watch the game live. Buy your licence here.'
The British government is reportedly exploring measures to boost TV license payments, partly due to concerns that declining uptake could lead to further funding cuts for the BBC. One proposed option, reportedly favored by Keir Starmer's ministers from the end of 2027, involves extending the license fee requirement to individuals who currently stream content on platforms like Netflix and Disney+ but do not own a traditional TV license. Another potential reform under consideration is making the license fee compulsory for all households, irrespective of whether they watch live television, a model currently in place in countries such as Germany where the fee is attached to each residence.