When Pocket-lint went to watch beach volleyball a couple of years ago we were escorted from the arena during a tight match between Brazil and Sweden for using our super-zoom camera to take sneaky pics of the ladies' bikini-bums.
But now that sort of behaviour is encouraged as Betfair has launched a QR code-based advertising campaign directly on the area that, let's face it, is the centre of most beach volleyball spectators' attention - the female players' bottoms.
"There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports-fans as possible," said Andy Lulham from Betfair
"As far as we’re aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most."
The codes have been placed on the bikini bottoms of British duo Zara Dampney and Shauna Mullin and they'll be on show at this week’s test London 2012 beach volleyball tournament at Horse Guards Parade in London.
It's just a shame that our restraining order on all female professional beach volleyball players runs until 2013, or we'd get down there and get some shots. All in the name of research you understand.