For me it is when companies/services market themselves as donating to XYZ cause if I buy their product. If they want to donate, they should have already done that with the money they have. Asking me to give them profit so that they can donate is so obviously pretentious.
I'm gonna go the other way. The only marketing I acknowledge is factual reporting of design features that make a product suitable for the intended task. Anything else is dishonest and manipulative.
Think of Chris Cooper's character from Interstate 50. Any marketing claim must be specific, measurable, verifiable, and accurate.