Google’s new Pixel phone’s attempt to garner positive press backfired after its creators called the tactic unethical.
Team Pixel is an invitation-only program owned by Google that has been sending free Google products to influencers and creators since at least 2017. Team’s guidelines For some creators, Project Pixel has crossed a line.
The Google spreadsheet for Team Pixel sign-ups says that creators joining Team Pixel “are expected to use Google Pixel devices in place of any competitor mobile devices,” according to screenshots posted online. It also states, “If another brand appears to be preferred over Pixel, we will need to terminate the relationship between that brand and the creator.”
Mark Zuckerberg says Instagram is rolling out an AI chatbot version of its creators
Voices in the creator community say the terms make it impossible to publish unbiased reviews, which is crucial to building audience trust and creator reputation. Commentator Adam Matlock on the TechOdyssey YouTube channel said edge He had relied on the program to gain early access to Google’s technology department, but later posted on X that he had withdrawn from the program due to the impact of the new terms. Matlock said that previously, creators could comply with the FTC’s disclosure requirements simply by using the hashtags #teampixel or #giftfromgoogle.
YouTuber Kevin Nether of The Tech Ninja channel posted on X that he also quit Team Pixel due to the new terms. he told edge He saw no language used for recruiting for the project in previous Team Pixel surveys. He also noted that exclusivity requirements often come with discussions of payment and disclosure.
Mix and match speed of light
Marques Brownlee, probably the most popular tech critic on YouTube, weighed in on the X situation. The “smart way” of reporting. For example, lifestyle influencers make money through product affiliations and can post about mobile phones without any consequences. But “here’s where it gets confusing,” Brownlee said. “A lot of tech commentators, even people who are starting out and starting out as tech commentators, look at early device seeding as… a way to get in. [with Google]…That’s what muddies the waters.
Tweet may have been deleted
It’s standard practice for companies to give away new products to creators and influencers in the hope that they’ll use the product on camera or encourage their viewers to buy it. These arrangements are often a win-win for both parties, with the potential to significantly expand influencers’ access to brands. Taking Team Pixel as an example, influencers can get a free mobile phone. By posting relevant information, they can accumulate views and social currency, while opening the door to cooperation with other well-known brands. At the same time, Google ensures extensive media exposure for new products at the price of a single product.
influencer should Be aware of when a product is a gift, but the FTC’s disclosure guidelines are often unclear and regulations are very lax. As a result, consumers can’t always be sure whether what they see online is influenced by the exchange of money or access behind the scenes.
Google communications manager Kayla Geier said these influencer programs may overlap with those targeting news outlets or commenters edge Team Pixel is different from programs that provide news media, e.g. Can be mixed and matched and edge Review with new equipment. “#TeamPixel is a unique program that is independent of our media and creator review programs,” Gale said. “The goal of #TeamPixel is to put Pixel devices in the hands of content creators, not media and technology reviewers. This new language we featured in the #TeamPixel form yesterday misses the mark and has been removed.”
But Nether noted in the video announcing his departure from Team Pixel that “a lot of tech commentators joined the Pixel team because for some reason it was really hard to get through working with Google.” edge We have also spoken with independent reviewers and freelance technology journalists who have received review units through the Team Pixel program in the past. For their part, these new terms would threaten the integrity of their work.
It is reported edge, The Team Pixel program is currently operated by a third party hired by Google. It is unclear whether the agency 1000heads asked creators participating in the 2024 Team Pixel project to conduct social media coverage of the phone.
When reached for comment, a Google spokesperson provided the same statement the company provided to The Verge (see above). Mashable has reached out to 1000heads for comment and will update this story if we hear back.
