Google’s attempt to generate positive press for its new Pixel phones has backfired, as creators and influencers have called the company’s strategy unethical. The controversy centers around Team Pixel, an invite-only program affiliated with Google, which has been sending free Google products to influencers and creators since at least 2017. While such programs are common in the industry, they have always been viewed as morally ambiguous.
Recently, guidelines for the 2024 Team Pixel program have sparked outrage among creators. Screenshots posted online reveal that a Google form used for Team Pixel sign-ups stated that creators who joined the program were expected to feature the Google Pixel device instead of any competitor mobile devices. Furthermore, the form warned that if it appeared that other brands were being preferred over the Pixel, Google would end its relationship with the creator.
This requirement has been criticized by voices in the creator community who argue that it makes it impossible to post unbiased reviews, which are crucial for building viewer trust and creator reputation. Reviewers such as Adam Matlock of the TechOdyssey YouTube channel have spoken out against the new terms, stating that they have quit the program as a result. Previously, creators were only required to use specific hashtags to comply with FTC disclosures.
Another YouTuber, Kevin Nether of The Tech Ninja channel, also quit Team Pixel due to the new terms. He expressed surprise at the language used in the recent Team Pixel surveys, which were not present in previous iterations. Nether also noted that demands for exclusivity were usually accompanied by discussions of payment and disclosure.
Marques Brownlee, a popular tech reviewer on YouTube, provided his perspective on the situation. Although he has never participated in Team Pixel, he acknowledged that it was a “clever way” for Google to guarantee positive press coverage. Brownlee explained that lifestyle influencers, for example, could post about the phone without consequence due to their alignment with product affiliation. However, he pointed out that the inclusion of tech reviewers in the program complicated matters, as many saw it as an opportunity to establish a relationship with Google.
Gift-giving to creators and influencers is a common practice among companies, as it allows them to showcase their products to a wider audience. These arrangements typically benefit both parties involved, with influencers gaining access to brands and companies securing media exposure for their products. However, the issue arises when the influencer fails to disclose that the product is a gift, as FTC guidelines are often unclear, leading to potential misrepresentation.
Team Pixel’s program has been distinguished from programs that provide review units to news outlets and reviewers. Google’s communications manager, Kayla Geier, clarified that Team Pixel’s goal is to get Pixel devices into the hands of content creators, not press and tech reviewers. However, independent reviewers and freelance tech journalists have reported receiving review units through the Team Pixel program in the past.
The program is currently run by a third-party agency hired by Google called 1000heads. It remains unclear whether this agency required social media coverage of the phone from creators participating in the 2024 Team Pixel program. Google has acknowledged that the new language in the Team Pixel form missed the mark and has been removed.
Overall, the controversy surrounding Team Pixel highlights the ethical challenges in influencer marketing and the need for clear guidelines and transparency. Creators and influencers play a significant role in shaping consumer opinions, and their credibility relies on their ability to provide unbiased reviews. The situation serves as a reminder for companies to carefully consider the terms and conditions of their influencer programs to maintain trust and integrity within the industry.