If you have been seeing pink ribbons everywhere in the past two weeks it because October is National Breast Cancer Awareness Month. It is designed to raise the public consciousness about breast cancer, the importance of early detection, and to encourage women to do self examinations and get mammograms. No doubt, this is an important and worthy undertaking.

Companies have joined in to help raise money for various breast cancer organizations typically by promising to donate X cents or X dollars for every product sold bearing a pink ribbon. A maximum donation is often stated in the advertising. So many companies have joined in doing these promotions dubbed “cause marketing”, that store shelves and ads are filled with pink ribbon items.

Some women with breast cancer are now speaking out about the commercialization of their disease. They don’t like the fact that some companies appear to be profiting from their pain.

“Many breast cancer survivors like Zielinski find themselves conflicted over this little powerful ribbon. Some survivors feel companies are exploiting breast cancer, marketing themselves as philanthropic outfits that care about women when what they mostly care about is the pink ribbon’s enormous ability to boost profits. Some just feel overwhelmed by the constant pink reminder, especially in October, Breast Cancer Awareness Month, of a disease that has forever altered their lives.” — Sick of Pink, Boston Globe Magazine, October 4, 2009

Poking around the Internet, Mouse Print* discovered that Buy.com was promoting its own very pink “Breast Cancer Awareness Store.”

Among the items being sold there are pink luggage and even pink flash drives from PNY.  In many cases, there is no specific disclosure of how much money of your purchase will be donated to breast cancer causes.

*MOUSE PRINT: Some items just say, “Portions of the proceeds of the sale of this flash drive go the Susan G. Koman for the cure foundation.”

The site also did not appear to say whether it was actually Buy.com or the products’ manufacturers who were making the contributions.

*MOUSE PRINT: A public relations representative for Buy.com when asked by Mouse Print* replied:

“As part of Buy.com’s National Breast Cancer Month Promotion, the participating manufacturers are making the donation when each item is sold.”

While manufacturers need retailers to promote pink products in order to donate the sums they have promised, some consumers might erroneously have believed that this retailer was also making a contribution derived from the profit on the sale of these pink items.