Brands have oriented their marketing strategies toward the LGBTQIA+ community, as the number of individuals identifying with or supporting this community continues to grow. The present study aims to explore how LGBTQIA+ marketing conducted by brands is perceived by members of the LGBTQIA+ community itself, seeking to understand which strategies are effective in generating a positive response from the target audience, but also which strategies are misaligned and may be perceived as pinkwashing. Using semi-structured interviews with a sample of 17 participants from the LGBTQIA+ community, a qualitative approach based on content analysis of participants’ responses was employed. The main findings demonstrate that the sample is divided between those who support LGBTQIA+ marketing campaigns when they genuinely reflect a concern for rights related to sexual orientation and gender identity, and those who become skeptical when faced with these types of advertising strategies, suspecting them to be instances of pinkwashing. On the one hand, the sample considers authenticity, honesty, and consistent advertising over time as the most effective strategies for successful LGBTQIA+ marketing. On the other hand, strategies such as merely symbolic actions, like altering brand logos to incorporate rainbow colors and conducting targeted campaigns exclusively during the month of June/Pride Month, are deemed less suitable. According to this study, marketers within organizations should strive to carry out regular campaigns, avoid the use of stereotypes, and implement actions that support the LGBTQIA+ community. Additionally, it is important to maintain consistency in organizational behaviors that promote integration and support for the LGBTQIA+ community.