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Ill. Lawmaker Looks at Selling Ad Space on License Plates for New Revenue

Imagine riding in a car with a license plate that has an advertisement tacked on promoting a restaurant, soft drink, or sports team. Well, that may become a reality in Illinois.

One Chicago Democrat has introduced legislation designed to create corporate-sponsored license plates to generate revenue. It is part of an effort to help plug the state's $15 billion budget deficit.

"It's not a novel idea to have advertising on certain stadiums, or buses, or somewhere," State Sen. John Mulroe (D-Chicago) said. "But we need to start thinking of other ways to generate revenue that's going to keep recurring year after year."

The plan would give motorists the option of purchasing cheaper license plates with the advertisements. Companies interested in promoting their business would make up the cost difference, and pay an additional amount. The money would go to the state and a contractor overseeing the program, but it's unclear how much money both sides would get.

"If we took a million people that wanted to be engaged in this program, and if the state were to say get $10 a plate, it could be an additional $10 million a year," Mulroe said.

Mulroe calls this a "win-win" for the entire state because taxes would not go up, and Illinois would generate more revenue.

Texas is currently the only state to sell corporate license plates. Other states including Florida, Nebraska, and Virginia have looked at similar proposals.

(Photo courtesy of CyberDrive Illinois)