Pink Profiteers: Cause-Related Marketing and the Exploitation of Consumers' Consciences

Cause-related marketing ("CRM") is a method of advertising that links the purchase of a product to a charitable donation. CRM has become increasingly popular in the last decade, likely because market research has shown that a large majority of consumers prefer cause-marketed products over non-cause-marketed products of comparable price and quality. One of the most prominent examples of CRM in today's marketplace is pink ribbon products, sold in support of the fight against breast cancer. CRM, however, is regulated inadequately, and too many CRM claims mislead consumers regarding their purchase's donative impact. This Note argues that such CRM claims are deceptive within the meaning of the Federal Trade Commission Act and that the Commission should adopt guidelines for the use of CRM. These guidelines would instruct marketers to make clear and conspicuous disclosures to consumers in order to equip consumers with the knowledge necessary to make informed purchasing decisions.