The BBC has introduced a new method to prompt viewers to pay their television licence fee by displaying a QR code during its World Cup coverage. This initiative, which follows a earlier trial during the FA Cup final, aims to encourage licence compliance through a "soft nudge" on the screen. For example, during England’s recent World Cup match, a QR code appeared in the corner of the broadcast as the team returned to the pitch after halftime, accompanied by commentator Guy Mowbray urging viewers to scan it to buy or renew their £180 licence.

The broadcaster’s move comes amid concerns that the current licence fee model is increasingly unsustainable. According to the BBC, 94% of households use its services each month, but only 80% currently pay the licence fee. The new on-screen prompt reflects the corporation’s efforts to address evasion, especially during high-profile live sporting events that attract large audiences.

Former culture secretaries have weighed in on the issue, highlighting the challenges faced by the BBC’s funding system. Sir John Whittingdale, a Conservative MP and former chair of the culture, media and sport select committee, acknowledged that the QR code might prompt some viewers to comply, particularly during a "appointment-to-view" event like the World Cup. However, he argued the growing licence fee evasion signals declining public support and suggests the funding model is outdated. Whittingdale advocated for a shift toward subscription funding, supplemented by public funding for core public service content.

Damian Collins, another former Conservative culture secretary, echoed the view that the BBC faces significant financial challenges as audiences increasingly consume on-demand content from online platforms. Collins noted that many people now tune into live BBC broadcasts primarily for major national events, such as England or Scotland playing in the World Cup, and stressed the need for the BBC to engage audiences more consistently throughout the year.

Nigel Huddlestone, the current shadow culture secretary, emphasized that viewers who use BBC content should pay the licence fee but cautioned the corporation not to disrupt the viewing experience, particularly during high-profile events.

In contrast, Caroline Dinenage, chair of the culture, media and sport select committee, expressed support for the QR code campaign, describing it as a reminder of how integral the BBC remains to major national moments, despite some viewers’ claims that they rarely watch BBC content.

The BBC has acknowledged in its response to the government’s green paper on the future of the corporation that the licence fee model is no longer sustainable and requires reform. However, it continues to reject proposals to move toward advertising or subscription funding, arguing such shifts would significantly alter its output. The government has reportedly shown openness to requiring subscribers of streaming services like Netflix, Amazon Prime, and ITVX to contribute to a television licence fee, signaling ongoing discussions about the future of public broadcasting funding in the UK.