One of the examples for Cause-related marketing (CRM) being involved in avoiding linkages with dubious practices might be Breakthrough Breast Cancer, a leading breast cancer charity, which has rejected a £1m promotional deal with the food giant Nestle because of ethical concerns over the company's promotion of formula baby milk in the Third World. Breakthrough Breast Cancer has decided not to profit from an offer by Nestle, which has been accused of repeatedly breaching an international code banning the marketing of baby milk in developing countries. Every 30 seconds a baby dies because of contaminated water in a bottle-feed of formula milk.