Multimedia transactions between vehicles are expected to become a promising application in VANETs but security is a fundamental issue that must be resolved before such transactions can become practical and trusted. Existing certificate-based digital signature schemes are ineffective for ensuring the security of multimedia transactions in VANETs. This ineffectiveness exists because there is no guarantee that (1) vehicles can download the latest certificate revocation lists or that (2) vehicles can complete a multimedia transaction before leaving their communication range. These two problems result, respectively, from a lack of infrastructure and from the inconsistent connectivity inherent in VANETs. In this paper, we propose a digital signature approach that combines a certificateless signature scheme and short-lived public keys to alleviate these problems. We then propose a security protocol that uses the proposed signature approach for multimedia transactions between vehicles. The proposed protocol enables vehicles to trade in multimedia resources without an online trust authority. We provide an analytical approach to optimizing the security of the proposed protocol. The security and performance of our protocol are evaluated via simulation and theoretical analysis. Based on these evaluations, we contend that the proposed protocol is practical for multimedia transactions in VANETs in terms of security and performance.