The California State Assembly is set to consider a bill that would green-light “Digital Electronic License Plate” technology. These digi-plates would turn any license plate into a mobile advertising space, flashing ads if the car sits still for more than four seconds. With no formal opposition ready to debate any of these plates, are you visiting the them on the road within the next year?
What are Digital Electronic License Plates?
The bill making its way through the California legislature gives the DMV permission to work with companies creating so-called “Smart Plates.” They’re small, preprogrammed screens. During normal operation of the car (read: driving along the road) the plate displays the license plate number to all who view it. The screen will display something else if you’re stopped for three or four seconds. The idea is that these plates will be able to display advertising, a personalized message, or other things that can be put into pixels.
Why the e-plate may be a good idea
The California Assembly is set on the DELP for one reason: budget. The state wants any reason to bring in additional cash with the $ 19 billion budget hole. With a lot more than 32 million registered autos in the state, these e-plates would give advertisers millions of new opportunities to pay the state for advertising. These e-plates would also give the chance for residents to pay more money for ultra-personalization on their cars. In short, budget wins.
The Digital license plate being a bad idea
Though the state spending budget of California might just benefit from approving DLEP e-plates, it may eventually cost the state even more money. First, these electronic license plates would change your license plate at the press of a button – certainly attractive to speeders, red-light runners and criminals of all types who could hack their plates to make their numbers obstructed or invisible. Would it really be a good idea to make each and every automobile a billboard? What business wants to be the one known for causing crashes? Would you need to see a lot more ads in town? There also appears to be some concern about property rights. Does the state have the rights to sell space on private property for advertisements the drivers wouldn’t even make a cent on?
What do you think about it?
