ABSTRACTEvery October, countless products are turned pink to raise money or awareness for breast cancer. Unfortunately, several of these cause-marketing campaigns mislead consumers or promote products that may harm women. This article argues that public relations practitioners violate professional and academic ethical frameworks when they plan and execute these campaigns. The article seeks to build on existing theory by offering a set of best practices, which encourage practitioners to: research the relationship between the product and charity; set ethical objectives; label (...) and disclose campaign details on materials; and evaluate the campaign’s impact on all stakeholder groups. (shrink)