A German word for pinkwashing would be Schönfärberei. The connection to the LGBTQI* movement is established through the pink part of the word. It describes a marketing strategy of people, institutions, companies or even states that want to appear modern, progressive and enlightened. Their ostensibly tolerant attitude towards the queer community conceals actions that run counter to this. In short: pinkwashing is a marketing lie.
In the summer of 2021, pinkwashing was replaced by the term rainbowwashing. During the European Men's Football Championship, numerous companies adorned themselves with rainbow colors for a short time. This was to be seen as an act of solidarity against the Hungarian government's homophobic legislation and the ban by the Union of European Football Associations (UEFA) on lighting up Munich's Allianz Arena in the colors of the rainbow during the match between Germany and Hungary. The term rainbowwashing is used to cast doubt on whether there is actually support for solidarity in the respective corporate culture.
Source: Friedrich Ebert Foundation, 2025, https://www.fes.de/wissen/gender-glossar