But in 1928, the secretary of state in Idaho had an epiphany. He realized that the license plate was the perfect place to advertise a home-grown product, and that product was… a potato.

As a Jehovah’s Witness, Maynard actually believed that God-given life was more important than freedom and he didn’t appreciate the government telling him what to die over. So Maynard covered the slogan up with some tape…

Covering up the slogan was a violation of state law…Finally, his consistent refusal to pay them landed him in court. The judge ended up putting him in jail for fifteen days, “And so if you don’t want to live free or die, you go to jail in New Hampshire,” says Maynard.

The state court agreed but unfortunately for Maynard, Meldrim “Live-free-or-die” Thomson, had become governor by then, and he appealed the case all the way to the Supreme Court…[They] ultimately ended up siding with Maynard. “The First Amendment protects “you against government censorship. But the free speech clause also protects your right not to speak,” says Caroline Mala Corbin, a First Amendment scholar at the University of Miami, “So it protects you against the government, forcing you to say an ideological message that you disagree with. And that was what the problem was here.”

The story goes on to talk about specialty plates and designs with confederate flags.

https://99percentinvisible.org/episode/434-artistic-license/