So Would I Be Forced To Advertise Things That Go Against My Beliefs????

Like the local Planned Parenthood. Or a pro-abort candidate for office. Somehow or other I highly doubt that they will give the car owner any choice in the matter, maybe if you pay extra. But I highly doubt they will give a person a choice as the ad revenue loss probably wouldn't offset the higher plate fees.

You can also be sure that this won't lower the cost of license plates either. & if the back plate, then why not the front plate for those across the intersection to see?

& as the author points out, while it may be able to do something good, like get out an Amber Alert, it's mostly evil.

California considers ad-supported electronic license plates

California officially has the worst traffic in the country, and it's about to become the most annoying: the legislature is examining ways to create electronic license plates that support ads.
And you thought your commute couldn't get any worse.
A bill is in the state Assembly that, if passed, will commission a study on emerging electronic license plate technology and examine ways that it could introduce new ad revenue streams for the budget-challenged state.
The technology is being developed by Smart Plate, a three-person start-up in San Francisco, and would only be used on the vehicle's rear plate. When a vehicle is stopped for longer than 4 seconds, the license plate transforms into digital ad-space for which companies would pay to display an ad.
But it's not all evil; the electronic license plate could also be used to promote Amber Alerts or other emergency messages. But it's mostly evil.