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California drivers may soon come bumper to bumper with the latest product of the digital age: ad-blaring license plates.
State lawmakers are considering a bill allowing the state to begin researching the use of electronic license plates for vehicles.
The device would mimic a standard license plate when the vehicle is moving but would switch to digital messages when it is stopped for more than four seconds in traffic or at a red light.
In emergencies, the plates could be used to broadcast Amber Alerts or traffic information.
The author of SB1453 says California would be the first state to implement such technology if it decides to adopt the plates on a large scale.
Supporters say license-plate advertising could generate much-needed revenue in a state facing a $19 billion deficit.