In industrial manufacturing of bright steel rods one important quality factor is the straightness or straightness deviation. Depending on the application, deviations of less than 0.1 mm per meter rod length are desired and can be reached with state of the art manufacturing equipment. Such high quality requirements can only be guaranteed with continuos quality control. Manual straightness measurements conducted offline using a dial gauge provide accurate results on single positions of the rod. We propose a contactless, optical measurment technique based on laser scanning which has the potential to be used inline during production to inspect all rods over the entire length. The method is based on evaluating the intensity signal of the reflected laser radiation against the scan angle. It is shown, that in combination with an accurate calibration this signal can be used to determine the rod’s deviation from a straight rod. We explain the measurement and calibration principle as well as data evaluation. We present the experimental setup and first measurement results on a single position on several samples. For a homogeneous sample surface and neglecting laser drift, accuracy and precision were determined to be in the range of 10 - 20 µm. We discuss the working principle of a potential inline system.