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.
Has to be rubbishing the competition. Even if I’ve solicited the engagement, if you have to pull yourself up by putting your competitors down then you’ll lose me. Tell me why you are good, not why they are bad.