AB 984: Digital License Plate and Privacy Rules

California’s Assembly Bill 984 (AB 984) authorizes the use of digital license plates, moving them from a limited pilot program to a statewide option for all vehicle owners. The legislation modernizes vehicle registration by integrating technology directly into official plates. The law also establishes a framework for consumer privacy, addressing concerns about the data these devices can generate and balancing new technology with the need to protect personal information.

Digital License Plate Features and Requirements

Digital license plates offer functionalities beyond a static metal plate. These devices replace the traditional rear license plate with a digital screen that can switch between light and dark modes for visibility. The plates can be updated remotely to display “STOLEN” if the vehicle is reported stolen or show new registration information upon renewal through a connected app. This eliminates the need for physical stickers and streamlines the registration process with the Department of Motor Vehicles (DMV).

To be eligible, a vehicle must be registered in California. The cost involves an initial purchase price for the hardware, which can be several hundred dollars, plus an ongoing monthly or annual subscription fee for data and platform services. The plates are powered by the vehicle’s battery, though some models offer a self-contained battery option to remain functional when the car is off.

Vendors and their devices must be approved by the DMV and the California Highway Patrol to meet safety and readability standards. The plates can display customized banner messages from a pre-approved list, or owners can request custom messages that require DMV approval. The adoption of digital plates is optional, and vehicle owners can continue to use traditional metal plates.

Acquiring a Digital License Plate

To acquire a digital plate, a vehicle owner must purchase one from a DMV-approved vendor. Currently, Reviver is the only company authorized by the California DMV to provide digital license plates that meet state requirements.

The purchase is handled through the vendor’s website, where customers select a plate model, such as battery-powered or hardwired, and a subscription plan. Subscription plans vary in price based on the length of the commitment, with annual plans offering a lower monthly rate than month-to-month options. The cost includes the physical plate and the initial subscription period.

After purchase, the vendor ships the plate to the customer. Installation is straightforward, and activation requires syncing the device with the owner’s account via a mobile app. This setup electronically links the plate to the vehicle’s registration with the DMV, making it the official legal display for the vehicle.

Vehicle Location Data and Privacy Rules

AB 984 establishes strict rules governing the collection and use of vehicle location data. The law prohibits the digital license plate from being used for continuous, real-time location tracking of a vehicle owner. Any data generated by the plate is the property of the vehicle owner, and information exchanged with the DMV is limited to what is necessary for registration compliance.

Narrow exceptions to the tracking prohibition exist for commercial and fleet vehicles. An employer can monitor a vehicle’s location during work hours if it is strictly necessary for the employee’s duties and the employee is given detailed notice about the monitoring. For privately owned vehicles, location services like vehicle recovery require the owner’s explicit opt-in consent.

The law restricts sharing data with third parties, including law enforcement. Accessing a vehicle’s location data requires a warrant or the owner’s express permission. AB 984 is designed to prevent the creation of a widespread location tracking network. Unauthorized monitoring carries a civil penalty of $250 per employee for an initial violation, and for each subsequent violation, the penalty increases to $1,000 per employee for each day the monitoring occurs.