A critical analysis of Pinkwashing in the political, economic and legal spheres

Abstract

The following dissertation aims to present the phenomenon of pinkwashing. It most often occurs in the form of marketing strategies and is used in both the economic and political spheres. This article explains the definition of marketing, with a focus on content marketing, social marketing and common cause marketing. Next, the origins of the term ‘pinkwashing’, and its relationship to greenwashing are indicated. This is followed by a description of pinkwashing occurring in politics using the examples of Marine Le Pen and Donald Trump. Cases from the economic sphere are then cited, referring to major corporations such as The Coca-Cola Company and Amazon, among others. It was further examined whether such practices may violate selected competition and consumer law regulations and moral norms in the field of advertising.