The new breed of advertising

I spotted this advertisement which, despite it containing little content holds a barcode like graphic which can interact with smartphones. The barcode can be scanned using a smartphone application which then is recognised and can relate to further online based information. A forward thinking way of combining printed static media with modern technology in our hands. It appeals in the way in which the adverts and marketing campaigns can be simplified with the option given to access further information.
However stopping static in the street and taking out your pricing smartphone may put some of. Could there be a way to access the media without having to take a photo?