"The point of the campaign is to get people to decide for themselves: 'What do I think is enough money (for charity)?'," said [Pauli Ojea], part of Breast Cancer Action's 10-person office. "The point of the campaign is that you should be able to find out the answer to that question...we want to make sure if someone is purchasing a product that it's doing as much good for women who are living with or at risk of breast cancer as it is for the company's bottom line."

"I haven't come across any marketers who are ill-intentioned...who are doing this as a quick way to make some money," she said, citing the rising number of breast cancer cases in Canada. "But I think so many companies jumping onto the breast cancer bandwagon in partnership with large cancer foundations is giving the sense to people they're making a huge difference in the battle against the disease, when in fact, they're not."

"We want to be transparent with every item that we're selling, and how much of each item goes back to support breast cancer, so anytime we promote the product...we make sure we indicate how much is going to the foundation," said [Diane Gordon]. "It's important to us because our consumers expect it. They want to know how much of their money they're spending, if they're buying an item that's a $15 item, they want to know how much is going to be transmitted to the Canadian Breast Cancer Foundation."