California Eyes Ads on Digital License Plates

California legislators might soon turn motorists' license plates into mobile digital ads, a measure proposed by Senator Curren Price that could help the state's cash-strapped economy. The AP reports that California could soon become the first state to use electronic license plates that flash ads when a car is stopped at a red light.

These plates, developed by San Francisco startup Smart Plate, would be similar to the electronic billboards that currently litter interstates. Interested advertisers would directly contact the state's DMV, which hopes to whittle down the state's $19 billion budget deficit. Smart Plate chief exec M. Conrad Jordan told the AP, "The idea is not to turn a motorist's vehicle into a mobile billboard, but rather to create a platform for motorists to show their support for existing good working organizations." When a car stops for more than four seconds, the digital tag would switch from displaying a standard plate to showing an ad, an Amber Alert or even traffic information. But don't worry, the plate number would remain visible at all times. [From: AP/Mercury News]

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