Scared Pointless When it comes to cause marketing the disease charities have potential conflicts of interest that other causes probably don’t. For example, if the American Heart Association does a cause-marketing campaign with Bayer’s 80mg ‘baby aspirin’ then there’s an implied endorsement of both Bayer and the 80mg dose, whether or not the AHA offers an explicit endorsement of either or both. About 10 years ago, the attorneys general of several States gave the single disease charities a good scare when it comes to cause marketing by drafting a document about the legal and ethical use of the practice for certain kinds of charities. However, the document never received the support of the full membership of the National Association of Attorney’s General, according to their communications director. Nonetheless, in the wake of that unwanted attention, many of the single-disease charities developed strict policies about what they will and will not do when it comes to cause-related marketing...
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