JACKSONVILLE, Fla.-- Breast Cancer Awareness Month has local stores stocking their shelves with hot pink products from clothes, to pens, to you name it.
It's a purchase you can usually feel good about, with a portion of the proceeds going to breast cancer research. But the Better Business Bureau warns that some sellers may be taking advantage of your generosity.
"Anybody can put pink on their product and sell it," said BBB spokeswoman Diane Kaplan.
The BBB said not everything rosy is really raising money for a cure. Even the popular pink ribbon that's become a symbol for breast cancer awareness is scarcely regulated.
"Just because it has a breast cancer awareness ribbon on it doesn't necessarily mean that any money is going to help end this disease," said Amanda Napolitano, executive director for the 26.2 With Donna organization.
For the 26.2 with Donna, the goal is to raise money for a cure. It's frustrating that shops use the color pink to try to attract customers. It's called, "pinkwashing."
"It just makes her sick just to think that people would be taking advantage and it becomes very personal to these folks because it's like taking advantage of them personally," said Napolitano.
The BBB said it is up to the consumer to make sure money is going where you intend it to. By law, products must include a label indicating which group benefits from the purchase. Make sure you check those when you buy. Also double check the non-profit on the label is legitimate.