As alternative to pinkwashing the BCA runs an annual awareness campaign ""Breast Cancer Industry Month"" to emphasize the costs of treatment. The Susan G. Komen Foundation, founded 1982 to end breast cancer forever, has also been criticized for pinkwashing because its corporate partnerships amount to little more than cause related marketing that encourage a culture of consumerism. In response to this criticism the Komen Foundation and the then New York Attorney General Eric Schneiderman established guidelines to help consumers understand what their donations support. The use of breast cancer or the pink ribbon in cause marketing to promote products such as firearms or pornography has also drawn controversy.