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.
Yep this was Canal Digital in the Netherlands. I sent them an e-mail that they should really stop doing this or I would mention it to the AP (Dutch privacy guard dog).
I mentioned it to the AP regardless.