There is provided a portable information code display apparatus. The apparatus includes a display unit that is capable of displaying an image in addition to a direction detecting unit and a display control unit. The direction detecting unit is capable of detecting that the display unit is oriented is a predetermined orientation. The display control unit controlling display performed in the display unit. Practically, the display control unit displays an information code on the display unit in a predetermined readable state in which the information is readable and maintains the display of the information code in the readable state, when the direction detecting unit detects that the display unit is oriented in the predetermined orientation.