In addition to issuing license plates by government units, car owners can also choose their lucky numbers through buying and selling according to regulations. In the United States, Canada, Britain, Hong Kong, Australia and New Zealand, car owners can also combine letters and numbers into distinctive names or slogans to highlight the difference. Under normal circumstances, customized license plates are not allowed to contain insulting, offensive or pornographic words, and shall not infringe patent rights. In 2002, People's Republic of China (PRC) launched a pilot program of personalized license plates in Beijing, Shanghai and Shenzhen, but it was cancelled only ten days later, and the issued personalized license plates can still be used.
In some special festivals or special activities, government units will also issue some special brands to help celebrate.
The number plates used by some special people, such as heads of state, ambassadors, blocked people, disabled people, etc., will have specific words and labels to indicate their identity.