Introducing Electronic License Plates

July 16, 2010

In order to help close California's $19.1-billion deficit the state is looking into electronic license plates. The plates would generate revenue for the state by allowing ads to be purchased. According to San Jose Mercury News:

The device would mimic a standard license plate when the vehicle is in motion but would switch to digital ads or other messages when it is stopped for more than four seconds, whether in traffic or at a red light. The license plate number would remain visible at all times in some section of the screen.

In emergencies, the plates could be used to broadcast Amber Alerts or traffic information.

The plates would be made by a company such as Smart Plate in San Francisco, CA. Smart Plate's CEO, M. Conrad Jordan, said:

he envisioned the license plates as not just another advertising venue, but as a way to display personalized messages—broadcasting the driver's allegiance to a sports team or an alma mater, for example.

According to the article from June 29 on the LA Times:

the Assembly Transportation Committee voted 9-0 in favor of a feasibility study to determine if advertising revenue from millions of digital license placards would help close the state's $19.1-billion deficit.

So the big question now is how safe is this? Are these license plates going to be distracting for drivers? Is paying attention to ads on license plates less distracting than talking on your cell phone or sending a text message? Of course, we don't know the answer. It's safe to assume a change like that would definitely cause at least some level of distraction but that will be part of the testing that is done before the decision is finalized.

Another concern is the security of the license plates. If we have digital license plates will they be vulnerable to some of the same issues computers have? In the future will it be possible to get a virus on your license plate? Will hackers be able to find a way to disable the plate, or use a plate number that isn't their own, or change registration tags?

If all of the tests show that this technology is safe for drivers and secure it could an exciting change and would make California the first state with electronic license plates.