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There’s been quite a stir in the tech world in recent days when it emerged that Google was asking content creators to promote the Pixel 9 range over rivals.
As Tech Advisor’s reviews editor, I wanted to explain where we stand on this issue and give you an inside look at how it all works.
What is team pixel?
Team Pixel is an invite-only program where influencers get free Pixel devices around the time of their launch to drive interest in the latest smartphones, smartwatches and more.
The big hoo-ha this year is that Google specifically asked people in the Team Pixel program to check a box agreeing to use Pixel devices over rivals. If they didn’t, or if content from other devices was given preference, the relationship would end.
The Verge verified that this screenshot was indeed part of the agreement and was told by Google Communications Manager Kayla Geier: “We missed the mark with this new language appearing in the #TeamPixel form.” The agreement has since been unavailable.
It appears the program had previously made no such provisions, and this year’s misstep has led some creators to quit for ethical reasons.
Good for them! There are many more influencers/creators – or whatever you want to call them – who have the same high standards as we do. 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 waxing lyrical about a new product that appears to be flawless.
This isn’t just a Google problem. Other brands may use similar high-pressure tactics. Coincidentally, the Google agreement was the one that was leaked.
Chris Martin / Foundry
Chris Martin / Foundry
Chris Martin / Foundry
We are not part of Team Pixel
Tech Advisor is not and never has been (and never will be) part of the Team Pixel program. It’s handled by a different PR agency than the one we deal with, and it’s apparently not even managed by Google itself.
We are under no obligation to favor Pixel devices and we are under no pressure to provide positive reviews. And the same goes for other brands we offer. You can completely trust our reviews – giving our honest opinion is the whole point of what we do.
Although I have accidentally used the Team Pixel hashtag on my personal X account and Tech Advisor’s, I will not do so in the future.
How it works
We normally sign an NDA (non-disclosure agreement) to receive information about new products and to receive embargoed assessment devices. The only thing we agree on is that we will keep product information and our opinions about products to ourselves until we are allowed to publish news and reviews.
In the past, we have had to request changes to NDAs to remove requests for positive or favorable reporting. However, this is a rare occurrence.
If a review is negative or contains negative points, we always have a good reason for this. A brand can ask us to change a review in some way, but we will only do that if something is actually wrong.
We love what we do and take it seriously. You always get honest opinions about Tech Advisor.