Deceptive Advertising: Cancer Centers Try to Piggyback on Charity’s Success

The other night I caught the tail end of the Stand Up 2 Cancer show that was running on all the networks. I’d seen the trailers on TV and in a few trailers at the movies lately, so I went to the web to find out some more information.

So I Googled ‘Stand Up 2 Cancer‘ and the URL, and this is the result I get — Note the FIRST link, a paid campaign on Google.

Looks like that first link somehow relates to the CHARITABLE, NON-PROFIT Stand Up 2 Cancer effort, right? I just clicked it, didn’t pay attention to the teaser and URL below it. Turns out it was an ad for the FOR PROFIT Cancer Treatment Centers of America! No mention of the Stand Up 2 Cancer campaign on their site. Just a lot of information to promote their company.

Being in the eMedia industry, I’ve seen all sorts of questionable ads on Google over the years, but this just about takes the cake and then some. For a for-profit company to ride the coat tails of such a large charitable fund raising effort and use the name and URL in an advertisement that has nothing to do with it is horrendous.

Beyond the ad above that had the StandUp2Cancer.org Web site URL in the headline, variations included just the name “Stand Up 2 Cancer” as well.

According to the CHARITY’s site:

Stand Up To Cancer is a groundbreaking movement backed by an innovative approach to cancer research aimed at ending cancer’s reign as a leading cause of death. We have the best and brightest minds on board, and are on the verge of unlocking the door in prevention, detection, treatment and even reversal of this national epidemic.

I guess the Cancer Treatment Centers of America is trying to be groundbreaking as well. Piggybacking on press for a worthwhile cause to fill their own pockets. Great job, very noble.

When I got to the Cancer Center’s site I was sure to click the huge ‘Click Here to Chat Online’ link at the top to let them know how I found their wonderful site — and what I thought of it. I simply typed a message into the chat box when the representative logged on saying I thought it was horrible they’d advertise in such a manner. I got a simple response that said ‘Thanks for your feedback. Goodbye.’

Good customer service too, apparently. I realize it was some low level customer service person perhaps not even in this country on the other end, but … when she responded back saying basically ‘What would you like me to say’ I simply replied back encouraging her to pass along the information to someone who might want to know deceptive advertising works. Just not if they want a good image.

If you’re interested in donating to the Stand Up 2 Cancer cause, visit this link.

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