Google is under fire after it pressured tech influencers to promote only the new Pixel smartphone — or risk being kicked out of a program that offered early access to the device.
The Big Tech giant invited content creators to join a “Team Pixel” program, which gives them early access to the devices before the rest of the public. Earlier this month, Google unveiled a new line of Pixel smartphones designed to better integrate with artificial intelligence tools.
If influencers opt into the program, they are “expected to showcase the Google Pixel device instead of any competing mobile device,” according to screenshots obtained by The Verge and circulating on social media.
Influencers are warned that “if it appears that other brands are preferred over Pixel, we will have to sever the relationship between the brand and the creator.”
This designation raised immediate red flags among some content creators, who saw the move as an attempt by Google to guarantee positive reviews of the latest Pixel model under the guise of sponsored content.
Analyst Max Weinbach, a former Team Pixel participant, noted that the clause was a “new thing” this year.
Tech reviewer Adam Matlock said he was “officially removing himself from Team Pixel” in protest.
“It’s been a good run, but the program is no longer consistent with my ethics or in the best interest of my channel and the content I provide my views,” Matlock wrote on X.
Marques Brownlee, a well-known tech product reviewer who is not part of Team Pixel, argued that the policy makes it difficult for consumers to distinguish between unbiased reviews and paid content.
“It’s kind of frustrating for people who are just trying to make comments,” Brownlee said in a video on X. “My advice is, if you’re a tech reviewer, never sign up for anything that makes you pile one thing on top of another. This is not a good objective move if you are trying to present an objective review.”
In a statement to The Verge, a Google spokesperson said, “#TeamPixel is a separate program, separate from our press and creator feedback programs,” which are not subject to the same requirements for their Pixel coverage.
The Team Pixel program is a collaboration between Google and a PR firm called 1000heads. Participants are supposed to tag their posts with the hashtags “#teampixel” or “#giftfromgoogle” in accordance with federal disclosure rules.
“#TeamPixel’s goal is to get Pixel devices into the hands of content creators, not into the hands of press and tech reviewers,” the spokesperson said. “We missed the mark with this new language that appeared yesterday in the form of #TeamPixel and it has been removed.”
Representatives for Google and 1000heads did not immediately return requests for further comment.
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Image Source : nypost.com