Adapted from the earlier term "greenwashing" wherein a company presents itself as ecologically-minded without really committing to sustainability. 

"Craftwashing" is the appropriate term when a company uses crafting or artisanal imagery in its marketing while continuing to use mass-production or even sweatshop techniques. This occurs most frequently in the advertising of beer and food products, from "craft cocktails" to the spherical cubes of ice that have been designated as "craft ice" or "artisanal ice." 

See also: "Craft Beer" under Artisanal Food Crafts. 

See: Alfoldy, Sandra, Craftwashing: The Uses and Abuses of Craft in Popular Culture (Bloomsbury Visual Arts, 2020)