Recent Zealand’s transport agency, NZTA, rejected 39 personalised vehicle license plate applications last year, deeming them offensive, inappropriate, or unreadable, according to information released under the Official Information Act.
The rejected applications included explicit references to illicit drugs, such as “PCOOK” and “2JMDMA,” as well as plates with sexual connotations like “HORNI,” “3SUMG,” and “RQQTER.” Even an attempt to register “LUVBJ,” explained as a reference to Ben & Jerry’s ice cream, was denied due to its potential for misinterpretation, NZTA staff determined.
Beyond drug and sexual references, plates alluding to violence were also prohibited. “BASHED,” “W4RRIG,” and “308W1N” – referencing a Winchester firearm – were among those declined. The agency also rejected numerous plates deemed confusing to read, including combinations like “MVVVVV,” “WVVVVV,” “666664,” and “O33333.”
While the vast majority of applications were rejected, some borderline cases were approved. NZTA staff permitted the plate “B4DC0P” after concluding it was not offensive. The agency also allowed “FTP,” acknowledging it could be interpreted offensively, but stating it functioned as a general sequence.
NZTA maintains the authority to prohibit certain combinations under the Land Transport Amendment Act. Section 266 of the Act allows the Registrar to prohibit the use of specific numbers, letters, or combinations on personalised plates, while Section 265 allows for the surrender or seizure of plates likely to cause offense or confusion. KiwiPlates assists NZTA in declining applications on its behalf.
“Determining the offensiveness of each personalised plate can be difficult, which is why they are always assessed on a case‑by‑case basis,” an NZTA spokesperson said. The agency stated it works to prevent inappropriate or confusing designs from being issued, guided by agreed-upon guidelines with KiwiPlates. Plates can be declined if they contain objectionable or discriminatory material, breach legal standards, or use character combinations that could confuse observers, including arrangements that, when viewed differently, create new offensive combinations.
