Google is causing controversy with its “Team Pixel” influencer program designed to promote its Pixel smartphones. The Mountain View firm has in fact imposed new conditions on content creators participating in this VIP program: a ban on promoting competing phones, under penalty of being excluded from the program. An exclusivity clause that does not go down well with many influencers.
A difficult choice for influencers
According to screenshots of the contract shared on social media, participants in the Team Pixel 2024 program for the Pixel 9 were required to commit to “promoting the Pixel over any competing mobile device.” The contract even specified that “if it appears that other brands are preferred over the Pixel, we will have to terminate the relationship between the brand and the creator.”
An ultimatum that puts influencers in a dilemma: keep their privileged access to the latest Pixels, or preserve their freedom and credibility. Because for those hoping to break into the world of smartphone testing, this program is a unique opportunity to get their hands on devices early. Giving up on Team Pixel means taking the risk of being left behind.
Google backtracks
Faced with the outcry, Google eventually removed the controversial clause. A spokesperson admitted to The Verge that the company “missed it” with the new rule and it was removed. He was keen to point out that Team Pixel was a separate program from the one for press and “real” testers. The goal would be to get Pixels into the hands of content creators, not tech journalists.
A distinction that raises questions, as the line between influencers and testers has become blurred. Some well-known tech YouTubers like MKBHD were keen to clarify that they were not part of Team Pixel. But other “small” independent testers were well integrated to receive the Pixels. For them, this exclusive contract represented a real threat.
An environment to be cleaned up
Beyond the Google case, this controversy highlights the potential excesses of relationships between brands and influencers in tech. For years, secret agreements and exchanges of good practices have flourished, without real ethical rules or transparency. It is difficult for consumers to find their way between real tests and disguised advertorials.
If Google has backtracked, this episode leaves a bitter taste. It reminds us of the urgency of cleaning up and regulating these influence practices, to protect the independence of creators and the trust of users. Tech would benefit from taking inspiration from the ethical standards of the press. But the road is still long, and strewn with financial pitfalls in a sector where the race for buzz and clicks is raging. Will influencers be able to resist the sirens of brands? The future of the profession depends on it.
Apple’s Opposite Policy
This case puts into perspective Apple’s radically different approach to relations with influencers and the press. The apple brand is known for its locked-down and parsimonious communication. It almost never lends its iPhones, except to a handful of very big influencers and hand-picked journalists.
Unlike brands like Samsung or Google, which multiply partner programs, Apple cultivates rarity and exclusivity. No Team iPhone, then, but a small circle of chosen ones who have the privilege of testing the precious smartphones in advance. A strategy that contributes to the mystery and aura of the brand, but which leaves many creators on the sidelines.