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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I dislike ads that don’t indicate the functional benefits of the product and instead nake it about the product being aspirational or about my worth.
The “You’re worth getting some deliciousness” for a chocolate bar would be an example.
I’d rather know if the chocolate was ethical, the price, and sweetness level.