Ads on our license plates: Another method of creating traffic accidents

Now that many jurisdictions have banned the use of cell phones while driving, here comes yet another distraction for drivers. In an effort to raise revenue, California lawmakers are now considering Digital Electronic License Plate (DELP) technology that would allow rear license plates on vehicles to display l.e.d. advertising when the car is stopped.

The technology could also be used to show information such as Amber alerts and emergency traffic updates. But, for those drivers who want to use the space for their own messages, the DMV could charge for the privilege, just as they do for vanity plates.

The added economic bonus from the development and engineering of digital electronic license plate technology would be new jobs in tech and sales/marketing. In California, the bill promoting a study and trials of the program is being pushed by Smart Plate, a Bay-area company that is currently developing a digital license plate. A feasibility study should be completed by January 1, 2013, with research costs of about US$200,000 to be met by private vendors.