An interactive data system in which a user, scanning a tag such as a QR-code, is directed to a destination (which may be one of a number of different destinations) which is determined by a profile of the user, which profile is established beforehand. Optionally access to a destination is also determined by an access permission which may be granted to the user. In one example a user, scanning a menu of food and beverage offerings, is directed to a choice of food and beverage which is dependent on the user's likes and dislikes, and dietary and similar factors.