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Google seemingly threatens creators from making any negative reviews for the highly anticipated Pixel 9, with the company’s influencer marketing program coming under fire for this stipulation. The program, known as Team Pixel, provides early access to the Pixel 9 to a select group of content creators, but at a cost: participants are expected to prefer the device over competitor mobile phones.
On August 16, 2024, screenshots of a Team Pixel agreement circulated on social media platforms, exposing clauses that appeared to compromise the integrity of product reviews. The document stated that participants were “expected to feature the Google Pixel device in place of any competitor mobile devices” and warned that “if it appears other brands are being preferred over the Pixel, we will need to cease the relationship between the brand and the creator.”
Google quickly addressed the situation, apologizing and removing the clause from the agreement.
“#TeamPixel is a distinct program, separate from our press and creator reviews programs. The goal of #TeamPixel is to get Pixel devices into the hands of content creators, not press and tech reviewers. We missed the mark with this new language that appeared in the #TeamPixel form yesterday, and it has been removed,” said Kayla Geier, Google Communications Manager, in an email.
Team Pixel is a program handled by PR agency 1000heads that seeds early units of Google’s Pixel devices to social media influencers and content creators, with the goal of generating buzz and promoting the brand. In exchange for access to the devices, participants are typically expected to create content featuring the products on their social media channels.
While Team Pixel is designed for content creators and brand ambassadors, many consumers may not understand the difference between these sponsored posts and unbiased reviews from tech journalists. The situation ignited an online discussion regarding the authenticity of reviews that Google had participated in and the general climate of marketing products through content creators.
“I joined the program over five years ago because it was a great way to get a phone either relatively early or on time, which, in the review world, is big.” Adam Matlock, a tech reviewer with the YouTube channel TechOdyssey, explained his experience with the program.
Matlock noted that, previously, there were no strict obligations beyond using the hashtags #teampixel or #giftfromgoogle for disclosure purposes.
Some were encouraged to quit the program after Team Pixel’s sudden change of sentiment—such as YouTuber Kevin Nether, the host of The Tech Ninja channel, who stated, “As someone who reviews technology for a living, I work with many brands. To be cornered into using one product—that doesn’t work for me, and that’s nothing I want to participate in.”
Others have seen this as a chance to shed light on the current state of online reviews. In a Threads post, user @vicmsong remarked, “Google has since backpedaled on the language in the Team Pixel terms, but the whole thing reflects how murky the state of online reviews is.”
The lines between influencer marketing and traditional product reviews continue to blur, and consumers are left to navigate an increasingly complex media industry. However, the Federal Trade Commission (FTC) has recently taken steps to address these issues, finalizing a rule to combat fake reviews and deceptive marketing practices.
