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Pinkwashing, also known as rainbow-washing,[1] is the strategy of promoting LGBT rights protections as evidence of liberalism and democracy, especially to distract from or legitimize violence against other countries or communities.[a] The concept has been used by Sarah Schulman in 2011 with reference to Israeli government public relations, and is related to homonationalism, the exploitation of sexual minorities to justify racism and xenophobia.[7] Pinkwashing is a continuation of the civilizing mission used to justify colonialism, this time on the basis of LGBT rights in Western countries.[8][9] More broadly, pinkwashing can also be defined as "the deployment of superficially sympathetic messages for [ends] having little or nothing to do with lesbian, gay, bisexual, transgender, and queer (LGBTQ) equality or inclusion",[10] including LGBT marketing.[11]
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