An apparatus and method for reading data in the form of indicia on a surface of a target, the indicia having a preferred reading direction, including a light source for illuminating a portion of the surface to be read with a laser beam in a scanning pattern at a predetermined scanning angle so as to scan spatially adjacent portions of the surface. A detector and a processor is provided that is operative for detecting at least a portion of the light reflected from the indicia and storing representations thereof, and further determining the angular difference between the preferred reading direction and the scanning angle.