I love the Internet’s response to new forms of advertising.
Specifically, I’m talking about Burger King’s recent attempt to hijack TV viewers’ cell phones and Google Home devices.
In case you missed it, BK ran–and is still running–an ad that deliberately uses the “OK Google” activation phrase to trigger any gadget in earshot to start reading the Wikipedia page about their Whopper burger.
The response? The page in question was almost immediately edited to describe the burger as “cancer-causing” and to list cyanide in its ingredients.
Allegedly, a senior BK executive tried to change the page to something more complimentary, only to have his edits removed.
So, yeah, I think that’s the perfect response. Google, who apparently were not warned about the ad in advance, modified their software’s response to ignore the ad. While I’m sure many people appreciate that, it does raise a few questions.
Let’s not forget that most of Google’s billions of dollars come from advertising. Suppose BK had come to Google and said, “Hey, we want to tie a TV ad to your devices. Here’s a stack of money.” Does anyone think Google’s response would have been “Buzz off”? I’m guessing it would have been more along the lines of “How big is the stack?”
And then there’s the privacy aspect. This contretemps should serve as a reminder that “OK Google” does not use any kind of voice recognition to limit requests to the device’s owner. Nor can the phrase be changed. I’ve complained about that before: not only does it lead to multiple devices trying to respond to a single request, but it also makes it simple for outright malicious actions.
Amazon, Apple, and Microsoft are equally guilty here–Alexa, Siri, and Cortana have fixed, unchangeable triggers too.
And now, perhaps, we’re seeing why none of the manufacturers want to let users personalize their devices’ voice interaction. If we could change the trigger phrase, or limit the device to taking instructions from specific people, then the manufacturers wouldn’t be able to sell broadcast advertising like this.
If the only way you can prevent random strangers from using your phone is to turn off the voice feature, then you don’t own your phone.
Microsoft is making it harder and harder to turn Cortana off. Microsoft is also putting more and more ads in Windows. Do you sense a connection?
How long will it be before you can’t turn Siri and Google off?
And editing Wikipedia pages will only get us so far in defending ourselves.
Google was able to turn off the response to BK’s ad-spam. But they could just as easily have changed the response to read from an internally-hosted page or one housed on BK’s own servers. Either way, Internet users wouldn’t be able to touch it, at least not without opening themselves up to legal liability for hacking.
The most annoying part of this whole debacle is that now I’m craving a hamburger. I won’t be getting one at Burger King, though.