7 On Your Side
New way to know where breast cancer donations go
NEW YORK (WABC) -- There are no rules right now for manufacturers in the billion dollar marketing for a cause business.
Products can advertise they give 100 grand, like they do on some candy bars, but over what time period.
There are wristbands that sport the ubiquitous pink ribbon, but for which breast cancer charity?
Pink t-shirts, but how much of the price your paying goes to a cure?
Well it's about to get a lot more transparent.
Pink star football players, or everyday supporters.
In October the color has become synonymous with a cause, raising global awareness for breast cancer. The most identifiable symbol is a pink ribbon.
New York's Attorney General says just because a pink ribbon's on the label, that doesn't mean a company is donating to breast cancer.
"If you're going to sell a product and encourage people to buy it you really have to have some basic facts and be transparent," said Eric Schneiderman.
The Attorney General's office reviewed 150 different breast cancer charity campaigns.
He says, while some raised substantial donations to find a cure, it's not clear on most of the packaging how much or where your money's going.
Some products like tumbler do specify a percentage, 5 percent.
"And that's great but they don't tell you where they're donating it," adds Schneiderman.
The AG convinced the two largest breast cancer charities to agree to five guidelines. Any company that wants to market its partnership with Susan G Komen for the cure or the breast cancer research foundation must adopt new practices of disclosure similar to a nutrition label.
"It's not burdensome and in fact should help encourage people to actually buy the products and make the contribution and be more confident absolutely," he adds.
The AG's new rules will mean all products will eventually look like products already clearly stating the dollar amount per purchase which goes to charity, which charity and giving a website which discloses how much was actually raised.
One company the AG investigated was giving a six figure fee to celebrity endorsers. There's nothing wrong with that, but these rules will help the consumer know how much of their money's going to a famous star and how much is going to research for a cure.
In New York: The Attorney General's Best Practices, as well as other guidance and tips for charities and consumers, are available atwww.charitiesnys.com.
In New Jersey: (checking on charities in NJ) http://www.njconsumeraffairs.gov/charity/chardir.htm
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