Think Before You Pink: Beware of Breast Cancer Awareness Scams

October is Breast Cancer Awareness Month and many businesses are marketing ‘pink’ products and services to support breast cancer charity groups and organizations. While many of these products have a real tie to breast cancer charities, other pink-labeled products can be described as a form of “pinkwashing” and provide very limited benefit to charities, if any at all.

“Pinkwashing” is a practice by businesses who claim to support breast cancer research or services through the purchase of pink products, but pocket the donations instead. In order to make sure donations go to the right place, Better Business Bureau Serving Eastern MA, ME, RI & VT (BBB) advises consumers to research pink products and charity claims before making a purchase or donation.

“For consumers who want to support breast cancer charities by purchasing products, BBB advises looking into how that purchase will benefit a charity and which charity will get the money,” says Paula Fleming, spokesperson for the local BBB. “Many products lay out the amount they contribute to charities on the packaging, however other products make only vague claims.”

Keep these tips in mind when purchasing a pink product:

Think before you pink. Remember to read labels on products carefully for disclosure of information. If you can’t find information, contact the business directly and ask the following questions:

• What portion of the purchase price will be donated to the charity?
• When will the charity receive the donated amount?
• What exactly is being funded?
• Are donations to the charity from the business capped?
• When is the last day to donate?

Confirm the charity's corporate partners. Many national breast cancer charities list corporate partners and sponsors on their website. Check to make sure the business you're purchasing from is associated with the charity.

Use your head, as well as your heart. Think about the product that you are purchasing, is it something that you want or need? If the answer is no, then consider making a donation directly to the breast cancer charity of your choice. That way you know exactly how much money is going to the charity.

Keep an eye out for copycat charities. If you suspect a scam involving a ‘look-a-like charity,’ do not give. Be watchful for names, logos, slogans or colors which are similar to the legitimate charity. Be wary of bold claims such as “100 percent of donations will go to the charity.” This is not true since all charities have fundraising, program and administrative costs. Be wary of vague claims, such as “all proceeds go to charity” or “your purchase will benefit a charity.” A disclosure should be provided that includes the actual or estimated purchase price amount the charity will receive directly.

Consumers can find reports on charities at Give.org. The Wise Giving Alliance examines the percentage of its money a charity spends on programs, its governance, fund-raising, informational materials and effectiveness. Charities who meet all 20 BBB Standards for Charity Accountability can become BBB Accredited Charities.

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