Pinkwashing (breast cancer)

"[4] However, some scholars question the true intentions of AstraZeneca, e.g., in P. C. Pezzullo's article, "Resisting 'National Breast Cancer Awareness Month': The Rhetoric of Counterpublics and their Cultural Performances".

Komen promotions which have drawn criticism include Houston-based fracking equipment and vendor Baker Hughes, who sponsored $100,000 for a campaign with the tagline, "Doing their bit for a cure".

[5] Opponents insist that hydraulic fracturing extracts oil and gas, using a mixture of water and chemicals, including known or possible carcinogens.

[8] Komen's own "Promise Me" perfume has also drawn the attention of Breast Cancer Action, as the label fails to disclose that the product contains galaxolide and toluene.

Komen contested and saw the marketing as effective because they were able to reach women who were not brought in by other advertisements in their neighbourhoods, like the billboards or the spokesperson at their church.

Several studies indicate that the use of marketing by the alcohol industry to associate their products with breast cancer awareness campaigns, known as pinkwashing, is misleading and potentially harmful.

However, there is evidence that informing the public about the contradictions and dangers of this practice can increase perceptions of misleadingness and support for measures like requiring cancer risk warning labels on alcoholic products.