Atty. General warns of ‘pink pitfalls’ during Breast Cancer Awareness Month
Oct. 10, 2023 | By Charity Clark For nearly 40 years, October has been designated Breast Cancer Awareness Month, and for good reason. One in eight women will develop breast cancer.
October also brings a wave of pink ribbons and pink products. As Vermont Attorney General, I strive to uphold Vermont’s consumer laws and educate Vermonters so that they can make informed decisions when supporting charities and purchasing products. This month, awareness is vital and particularly important given a practice known as “pinkwashing.”
This is when a company uses the recognizable pink ribbon or pink color to market a product or service without meaningful support of the fight against breast cancer. Importantly, pinkwashing could be a violation of Vermont’s Consumer Protection Act. Vermonters deserve to know if their purchases are supporting the causes they are led to believe they are supporting.
Here are some tips on how consumers can avoid these pink pitfalls:
Donate directly: If you are interested in supporting research toward finding a cure for breast cancer, donate directly to a charity or foundation. This is an easier way to ensure that your money is going where you want it to. You could also consider volunteering with a breast cancer charity. The Better Business Bureau lists charities at bbb.org/charity.
Do your homework and read the fine print: Examine the fine print and research what the company is doing with the proceeds of the product. For example, find out what portion of the proceeds of the pink ribbon sales go to fight breast cancer, and whether the company has a limit on how much it will donate.
Consider the underlying product: Certain products that claim to support breast cancer awareness or research may actually contribute to cancer risk factors.
Get screened: Breast cancer can affect all of us, regardless of gender, race, religion, or socio economic background. Please talk with your doctor, get screened, and encourage others to do so as well.
Pinkwashing is shameful, but shame alone will not stop bad actors from trying to profit from a cause we all care about. If you encounter pinkwashing, please make a report to my office’s Consumer Assistance Program at 800-649-2424 or at ago.vermont.gov/cap.
Charity Clark is Vermont’s Attorney General.