Dumb legislator of the week
June 21, 2010
The California Legislature is considering a proposal that would turn all license plates into mini-digital billboards for advertising. [Associated Press]
State Sen. Curren Price (D-Los Angeles) is promoting the idea as a means of generating much-needed revenue in a state with a $19 billion deficit.
The new device would act like a standard license plate when the vehicle is in motion, but would switch to digital ads or other messages when it stopped for more than four seconds, whether in traffic or at a red light.
Price claims that California would be the first state to attempt the new system, though other states are apparently considering the idea.
Under Price’s plan, interested advertisers would contract directly with the DMV.
“We’re just trying to find creative ways of generating additional revenues,” Price said. “It’s an exciting marriage of technology with need, and an opportunity to keep California in the forefront.”
San Francisco-based Smart Plate, is developing a digital electronic license plate but has not yet reached the production stage.