AirBNB Apologizes For Passive-Aggressive Ads Making City Budget Suggestions

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In the last 24 hours or so, AirBNB has learned a few important lessons about passive-aggressive advertising and about how much people love public schools and libraries. Shortly before voters in San Francisco decide whether to severely restrict residents’ ability to rent out their property on a short-term basis, the company put out an ad campaign to remind the city of how much tax revenue those stays generate. The backlash was swift and angry.

San Francisco is a city that forces short-term rentals to collect a hotel tax of 14%. Apparently, that added up to about 12% this year. That led to what the company must have thought was a series of lighthearted and civic-minded ads in bus shelters reminding voters of all that tax revenue, which would be reduced if Proposition F passes and rooms and suites on AirBNB are limited to 75 days per year of rentals.

The ad that had the most backlash was this one, aimed at public libraries:

Translation: we don't understand allocations and gonna pretend like the library gets all of it, not 1.4 %. #airbnb http://pic.twitter.com/twxhPDDU8M

— Scout Calvert (@windloochie) October 21, 2015

Dear Public Library System,

We hope you use some of the $12 million in hotel taxes to keep the library open later.

Love, AirBNB

Or there was this one, about bike lanes:

One billboard had a suggestion for public schools:

Chill billboard, @airbnb http://pic.twitter.com/4QuRJSaG0N

— ｊｄｅｎ (@jden415) October 22, 2015

“The intent was to show the hotel tax contribution from our hosts and guests, which is roughly $1 million per month,” an AirBNB spokesperson explained in a statement. “It was the wrong tone and we apologize to anyone who was offended. These ads are being taken down immediately.”

At first, the company seemed confused about why anyone would be offended and surprised at the speculation that maybe the ads were a prank meant to make the company look bad. “Are you seriously
writing on this?” the AirBNB spokesperson asked SF Weekly at first when asked for a comment.

SF Weekly wisely compared the ads to shouting, “I PAY YOUR SALARY!” to every government employee you see. It accomplishes nothing and just makes you look like a jerk.

City of San Francisco Initiative to Restrict Short-Term Rentals, Proposition F (November 2015) [Ballotpedia]

by Laura Northrup via Consumerist