The Issue: In October of 2010, after witnessing a sea of pink, over shadow the football game in play, I became very curious to understand exactly how much the National Football League contributed to breast cancer foundations and charities. It became uncomfortable to think of the potential (and enormous) profit being made by a league intentionally manipulating the emotion filled stadium of survivors, their family, and their friends in the name of corporate greed.
The Violation: Deceptive advertising refers to the use of confusing or untrue statements by advertisers in an attempt to mislead the consumer. Also known as false advertising. In this complaint I will refer to the newest offender in consumer deception as “cause-related marketing campaigns”. This marketing technique lures the consumer into making an emotional purchase with the promise that a charitable contribution will be made as a result of their investment. Terms like “net proceeds” and “a portion of the proceeds” are often used to disguise the truth of the vendor’s actions. Corporations are free to use such benign language without consequence. By definition this is confusing, misleading and a clear violation of consumer rights.
The Answer: Truth in labeling is a concept in advertising and consumer law that mandates that all-important information consumer should be printed on the label of a product. Cause-related marketing campaigns should not be exempt from this requirement