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Chicago Residents Call for Ban on Billboards with QR Codes
A 'free burrito' ad sparks safety concerns over distracted driving
Published on Feb. 17, 2026
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A billboard in Chicago's Bucktown neighborhood advertising a free burrito through a QR code has prompted calls for a ban on such billboards, with concerns that they could lead to distracted driving and potentially cause accidents. The billboard, put up by the Australian Mexican restaurant chain Guzman y Gomez, has drawn criticism from local residents and officials, who argue that the temptation of a free meal could encourage people to quickly grab their phones while driving to claim the offer.
Why it matters
QR codes on billboards have become increasingly common, but this incident highlights the potential safety risks they pose. Distracted driving is a major cause of accidents, and billboards that encourage people to use their phones while behind the wheel could exacerbate the problem. The debate over this billboard raises broader questions about the appropriate use of technology in outdoor advertising and the need to balance business interests with public safety.
The details
The billboard in question, located in Chicago's Bucktown neighborhood, simply displays the text 'FREE BURRITO' alongside a large QR code. Scanning the code takes users to a coupon for a free burrito at one of Guzman y Gomez's eight Chicago-area locations. The billboard went up in mid-December, but has since drawn criticism from local residents and officials, who argue that it could easily lead to distracted driving and potentially cause accidents. While there have been no reported incidents linked to the billboard so far, the concern is that the temptation of a free meal could prompt drivers to quickly grab their phones to claim the offer, putting themselves and others at risk.
- The billboard was installed in mid-December 2025.
- As of February 2026, the billboard has been up for about two months.
The players
Guzman y Gomez
An Australian Mexican restaurant chain that recently expanded to the United States, including opening eight locations in the Chicago area.
Chicago Department of Transportation (CDOT)
The city agency responsible for reviewing and regulating outdoor advertising, including billboards, in Chicago.
What’s next
The Chicago Department of Transportation (CDOT) is reviewing the billboard and may take action to have it removed or prohibit similar QR code-based ads in the future.
The takeaway
This incident highlights the need for policymakers and businesses to carefully consider the potential safety risks of new advertising technologies, like QR codes on billboards. While offering free promotions may be good for business, the public safety implications must be the top priority when it comes to outdoor advertising.
