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.
Anything that involves deception, which unfortunately seems to be most of marketing.
I don’t mind when people just try to get their product out there, just let it be known that it exists and does X thing differently or better. I hate when they mean to deceive. Something that is intended to deceive but isn’t technically a lie is not really better than a lie, to me.