Lucy Bernholz of Philanthropy 2173 identified "embedded giving" as a buzzword for 2007 early on, and it is proving to be the run-away leader of all philanthropy buzzwords for the year. In fact, the concept has gained such notoriety that one senator has announced plans to introduce legislation to regulate embedded giving,
to require that retailers notify charities when their names are being used in sales promotions, to require charities’ approval of embedded giving and to require retailers to disclose how much they are actually giving to charities.
Hopefully this new legislation, if passed, would help to alleviate concerns such as those posed at one point by Freerice.com.
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