In recent days, the tech world has been in a tizzy when it emerged that Google was asking content creators to promote the Pixel 9 lineup over its competitors.
As Tech Advisor’s Reviews Editor, I wanted to explain our stance on the matter and give you a behind-the-scenes look at how it works.
What is Team Pixel?
Team Pixel is an invite-only program where influencers receive free Pixel devices at launch to generate interest in the latest smartphones, smartwatches, and more.
The big scandal this year is that Google specifically asked members of the Team Pixel program to check a box that allowed them to promote Pixel devices over competing devices. If they didn’t, or if other devices were seen as favored in their content, the relationship would be severed.
The Verge verified that this screenshot was indeed part of the agreement and was informed by Google’s head of communications, Kayla Geier: “We missed the mark with this new language that appeared in the #TeamPixel form.” The agreement has since been made unavailable.
The show does not appear to have articulated such conditions before, and this year’s misstep prompted some creators to resign over ethical concerns.
Kudos to them! There are many other influencers/creators – or whatever you prefer to call them – who have the same high standards as us. We know many of them personally.
However, these standards aren’t shared by all influencers or content creators, so think twice the next time you see someone on social media raving about a new product that seems perfect.
This isn’t just a Google issue. Other brands may be using similar pressure tactics. It just so happens that Google’s deal was leaked.
Chris Martin / Foundry
Chris Martin / Foundry
Chris Martin / Foundry
We are not part of the Pixel team
Tech Advisor is not part of the Team Pixel program, and never has been (and never will be). It’s run by a separate PR agency than the one we deal with, and it’s apparently not even run by Google itself.
We don’t have to favor Pixel devices, and we don’t have to write positive reviews. The same goes for other brands we feature. You can trust our reviews completely: giving our honest opinions is what we do.
Although I have inadvertently used the Team Pixel hashtag on my personal X account as well as on Tech Advisor’s, I will not do so in the future.
How it works
We usually sign a non-disclosure agreement (NDA) in order to receive information about new products and receive evaluation devices under embargo. We simply agree to keep product information and our opinions on the products to ourselves until we are allowed to publish news and reviews.
In the past, we have had to request amendments to confidentiality agreements to remove any claims for positive or favorable coverage. However, this remains rare.
If a review is negative or has negative points, we will always have a good reason for doing so. A brand can ask us to change a review in some way, but we will only do so if something is incorrect.
We love what we do and we take it seriously. You’ll always get honest reviews on Tech Advisor.
