Tech influencer Gregory McFadden of GregsGadgets recently shared a suspicious marketing pitch he received via email from an agency claiming to represent Huawei.
Based on the shared screenshot, the agency is organising a TikTok campaign for the newly launched Mate XT 2 tri-fold device. The campaign was set to roll out immediately following Apple’s upcoming “Surprise and shine” event, where Apple is widely expected to unveil its new iPhone lineup, including rumoured foldable iPhone Duo / Ultra.
Given the timing, a counter-marketing push from Huawei isn’t surprising—but the terms of the pitch certainly were.
Why is this such a big deal?
According to Greg, the agency explicitly requested that creators not label their TikTok videos as “paid” or “sponsored.”
Failing to disclose sponsored content violates clear guidelines set by the U.S. Federal Trade Commission (FTC) and similar regulatory bodies worldwide. Shortly after Greg’s post, several other major tech creators — including Marques Brownlee (MKBHD), Zack Nelson (JerryRigEverything), and Michael Fisher (MrMobile) — confirmed they received identical pitch emails.
When media outlets or influencers hide sponsorships, the content crosses from authentic coverage into deceptive advertising. Beyond violating regulatory laws, it betrays audience trust and severely compromises editorial integrity. In most regions, clear disclosure of paid content is mandatory by law.
At SoyaCincau.com, declaring sponsored content and paid partnerships is standard practice.
Huawei responds
Huawei has officially denied any involvement with the campaign. In a statement, the company clarified that it did not issue the pitch, nor did it engage any third-party agency to execute it on their behalf. Huawei stated it is actively investigating the source of the unauthorised emails.
The Chinese tech giant emphasised its commitment to proper disclosure, assuring the public that all its official marketing activities strictly comply with platform policies, industry standards, and local advertising laws.
