GM says apps typically require just three button presses to place an order, however GM's own video shows 10 presses to make a restaurant reservation.

Safety advocates have quickly reacted to General Motors' new Marketplace app, billed as the first in-dash commerce platform.

The interface presents just a few icons on each menu, allowing drivers to find a nearby gas station or lodging, place a coffee or food order, or make a table reservation at a restaurant, among other potential capabilities.

"There's nothing about this that's safe," National Safety Council president Deborah Hersman told Bloomberg. "If this is why they want Wi-Fi in the car, we're going to see fatality numbers go up even higher than they are now."

GM says it adhered to the industry's voluntary distracted driving guidelines, minimizing manual interactions to help drivers pay attention to the road. The company says placing an order takes just three to four button presses, however the company's own demonstration video shows 10 presses to make a restaurant reservation.

GM makes money from companies that choose to participate in the program and pay for prominent positioning on GM's 'Featured' list. It is unclear if GM's business model also generates more revenue from more complex apps associated with a higher number of button presses.