The state Republican Party announced Wednesday the launch of a digital campaign opposing new license plate requirements in New York.

The ad will run on various social media platforms across the state.

"There's only one way to portray this," GOP Chair Nick Langworthy said. "This is Andrew Cuomo's license plate tax so we're bringing awareness to the fact that he launched a new license plate tax as a cash grab to fill holes in his budget."

Opposition and legislation have begun to pile up against the new plan which will require drivers with plates 10 years or older to purchase a soon-to-be-chosen new design for $25. The administration continued to defend it and push back against critics.

"I think people understand that technology has changed and we're trying to make the experience on Thruways and toll roads easier for people," Lt. Gov. Kathy Hochul said. "They don't have to stop. Imagine the time they're going to save. But the technology requires that there be a different background on the license plates so I think most people understand that."

The governor called it disingenuous for lawmakers to say they were shocked by the price of the plates, but Langworthy believes the issue could galvanize his party in 2020.

"We're going to highlight every single day when Andrew Cuomo raises your taxes, raises fees or gets in your wallet again," he said.

Criticism has not come solely from Republicans, with some Democrat lawmakers at the state and county level opposing the plan. Others like Senate Majority Leader Andrea Stewart-Cousins are at least hesitant to defend it.

"We have not been together as a group to talk about it but you know, I mean it is certainly something we will weigh in on," she said.

Langworthy said ultimately Cuomo is the leader of Democrats in New York state though.