pink washing

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This is an American term, modelled on whitewashing, for the practice of giving government polices or public relations strategies, or commercial marketing approaches, a veneer of being friendly to gays, and, by extension, to everyone in the LGBTI community.  It was originally coined in 1992 by the US organisation, Breast Cancer Action, to expose companies that appeared to be supporting people with breast cancer while at the same time profiting from their situation by selling products to them. The term was reinterpreted by the gay community for whom pink is also a significant colour.

The other item in this set of washings is greenwashing where companies engage in deceptive advertising designed to spruik their green credentials when in fact they have done very little to protect the environment.