The California Legislature in the US is considering a bill that would allow the state to use digital license plates for vehicles. This digital plate will switch to advertisements when vehicle is stopped for more than four seconds while the number would remain visible at all times in some section of the screen. Though it is quite creative and innovative in nature but the move is intended as a moneymaker for a state facing $19 billion budget deficit.
The electronic plates would look like standard plates when the car is in motion, showing the registration number. But when a car will stop for more than four seconds, whether stuck in a jam or at a red light, advertisements would be displayed to people sitting in the vehicles behind. Though the basic purpose is to show ads and generate additional revenues but in emergencies, the plates could also be used to display public service announcements like missing children alerts, or traffic information.
The bill’s author, Democratic Senator Curren Price of Los Angeles, said “California would be the first state to implement such technology if the state Department of Motor Vehicles ultimately recommends the widespread use of the plates and other states are also exploring something similar”. A company named ‘Smart Plate’ in San Francisco is developing the plates and envisions them not just as a new outlet for advertisers, but also for drivers.