Wis. Stat. § 347.04

Any owner of a vehicle not equipped as required by this chapter who knowingly causes or permits such vehicle to be operated on a highway in violation of this chapter is guilty of the violation the same as if he or she had operated the vehicle personally. No demerit points shall be assessed or counted pursuant to s. 343.32 against the operator’s license of the owner of the vehicle by reason of the owner’s conviction of any such violation unless the owner was personally operating the vehicle at the time of the violation.