Airbnb and its critics take to TV as tensions escalate

The battle between Airbnb and its critics is heating up on the televisions of New Yorkers and Washingtonians.

Airbnb is facing a "mid-six figure" TV advertising attack launched on Tuesday by ShareBetter, a campaign against the rental company.

The ads come just weeks after Airbnb launched its own ad campaign to get New Yorkers to support the company in its fight against a state bill that levies serious fines against hosts who advertise listings for illegal short-term rentals.

ShareBetter's TV and digital media buy, which so far will run in New York City and Washington D.C., claims that Airbnb has run an "elaborate tax-avoidance scheme" outside the US. The "Pay your fair share, Airbnb" campaign warns viewers that Airbnb could concoct a similar scheme stateside.

The New York ads will run on CNN, MSNBC and NY1. ShareBetter said they purchased advertising in the "mid-six figures" but declined to disclose exactly how much.

"Airbnb loves talking about taxes. They say, 'Tax our hosts, and we’ll bring millions into your city,'" an ad says over images of firefighters and other public services. "Truth is, it’s just a slick marketing ploy by this multi-billion dollar corporation. What Airbnb doesn't like to talk about is they’re running a sophisticated tax avoidance scheme. Airbnb uses over 40 tax shelters to funnel money from A to B, so your city only sees a pittance of what Airbnb is actually raking in."

It's true that Airbnb has touted its commitment to remitting taxes. In June, Airbnb said it has collected $85 million in taxes worldwide since 2014.

Its tax structures differ by country. Depending on where an Airbnb guest stays, they will be taxed differently. In many of the cities ShareBetter mentions in its ads, those taxes are governed by European Union regulations.

In the US, states including New Jersey and Massachusetts are considering legislation that would collect taxes from Airbnb.

"What these ads are careful to avoid is the fact that this is the same hotel industry front group using backroom deals and political pressure to make it nearly impossible for Airbnb hosts to pay hotel taxes in the first place," Airbnb spokesman Peter Schottenfels said in a statement. "It's time that this shady organization stops misleading New Yorkers with their hypocrisy and discloses the true source of their funding."

The ad campaign against Airbnb arrives as the company is fighting a different battle in New York. New York Governor Andrew Cuomo will soon decide whether to sign a bill that will impose hefty fines on hosts who advertise Airbnb listings that violate an existing law against short-term rentals.

Airbnb's own New York ad campaign highlights the assistance extra money from Airbnb provides to New York City hosts.