Quebec to permit personalized licence plates by the end of the month

After years of waiting, Quebecers will finally be able to advertise their name, passions or interests for all to see on the licence plate of their vehicles.

The Quebec government announced Tuesday that personalized plates will be available for purchase online as of July 27.

Transport Minister Andre Fortin told a news conference in Quebec City the message on the plates _ a combination of numbers and letters ranging between two and seven characters _ will have to be respectful and tasteful.

They will sell for $250 and renewal will cost drivers $34.50, which falls within the range charged elsewhere in Canada.

With Quebec introducing personalized plates, Newfoundland and Labrador is the last jurisdiction in Canada where vanity plates aren't available.

“Because of the way our system currently functions, we are unable to issue personalized plates in Newfoundland and Labrador,'' a government spokeswoman said in an email. “However, we are evaluating the costs and benefits of adopting plate to owner.''

Fortin cited a recent study by the province's automobile insurance board suggesting 40 per cent of drivers are interested in vanity plates.

Sylvain Gaudreault, the former PQ transport minister, said it's not surprising an announcement comes just three months before a provincial election in October.

Fortin said the government wanted to make sure the process wasn't complicated for citizens “and that's exactly the case.''

The insurance board will verify the contents of the plate and they will arrive by mail within three to six weeks.

“Of course the (insurance board) will assure that all the combinations are appropriate and respectful of everyone,'' Fortin said

Some of the options provided by the insurance board in its media campaign included “CAMPING,'' “STEEVE,'' “JAZZ,'' and “PITPIT.''