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.
Easier question: Which marketing tactics DO you like?
I like Steam’s discovery queue, sometimes I find some pretty interesting stuff. It’s entirely voluntary, and I can leave at any time, instead of holding my time ransom and demanding my attention with annoying cringe-inducing content like most marketing.