Abstract: A frame comprising upper, lower, and side bars outlines a space to display a license plate. At least one of the bars, preferably the lower, has a depressed track in which a number of message elements or strip is carried which bear message indicia on its front surface. The track has upper and lower lips depending from and extending up from respectively the upper and lower margins of the track. A resilient, transparent cover slipped between the lips holds the message elements in place against the track back and with the indicia exposed to view. The lips may be frangmented into one or more sections, and only one lip may serve. The number of message elements may be reduced to a single, integral strip.