pinkwash

verb3

1. •
   To cover in a coat of pink paint.

   • […] I see, twenty yards away, workmen pinkwashing the newly laid, badly stained, cheap-looking brick cladding of a newly built apartment house called — well, something ridiculous: Nepal, let's say. — 1986
2. •
   To tout the gay-friendliness of something in an attempt to downplay or soften aspects of it considered negative.

   • Pinkwashing not only manipulates the hard-won gains of Israel’s gay community, but it also ignores the existence of Palestinian gay-rights organizations. — 2011
3. •
   To promote consumer goods and services using support of breast cancer-related charities.

   • They see such corporate involvement as exploitation, making profits on the backs of ill women. […] They claim these campaigns trivialize the disease, "pinkwashing" its real nature. — 2008