Google Faces Backlash Over New Pixel Influencer Program

Google’s efforts to promote its new Pixel 9 devices through the Team Pixel influencer program have sparked controversy after the company introduced new terms that some creators found overly restrictive and unethical.

The backlash centers on a requirement that influencers prioritize Google’s hardware over competitor devices, leading to several high-profile departures from the program.

The controversy began when a Google form, apparently part of the Team Pixel sign-up process, was shared on Threads. The form specified that creators joining the program must “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.”

This language quickly drew criticism from the creator community, who argued that it compromised their ability to provide unbiased reviews—an essential component of building and maintaining viewer trust.

Team Pixel, an invite-only program established by Google in 2017, has long been a way for the company to get its products into the hands of influencers and content creators. Unlike traditional media review programs, which are designed for press and tech reviewers, Team Pixel specifically targets influencers.

While it is standard industry practice to provide free products to influencers in hopes of gaining positive coverage, the terms outlined in the 2024 Team Pixel agreement have been seen by many as crossing a line.

Creators React to Google’s New Terms

Tech reviewer Adam Matlock, known for his TechOdyssey YouTube channel, publicly announced his departure from the program, citing the new terms as the reason. He expressed concern that these conditions made it impossible to maintain the objectivity that is crucial for his content. Similarly, YouTuber Kevin Nether, who runs The Tech Ninja channel, also left the program, pointing out that such demands for exclusivity are typically accompanied by discussions of payment and disclosure, which were absent in this case.

Marques Brownlee, one of the most prominent tech reviewers on YouTube, weighed in on the issue, noting that while lifestyle influencers might benefit from such arrangements without issue, the demands placed on tech reviewers muddy the waters. Brownlee emphasized that these terms blur the line between product promotion and unbiased reviewing, particularly for those just starting out in the tech review space.

Google Addresses the Criticism

In response to the growing criticism, Google issued a statement acknowledging that it “missed the mark” with the language used in the form.

Kayla Geier, a communications manager at Google, clarified that “#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.” Geier also confirmed that the controversial language has been removed from the form.

Despite Google’s acknowledgment of the mistake, it is not yet clear if those who left the program will be given the opportunity to rejoin under revised terms or if new agreements will be issued to current members.