For me it is when companies/services market themselves as donating to XYZ cause if I buy their product. If they want to donate, they should have already done that with the money they have. Asking me to give them profit so that they can donate is so obviously pretentious.
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On a related note, when shops let you “donate” stuff you buy at their store to a food bank.
“Pay us to not let the homeless starve.”
