Uwingu aims to engage the public with space in a meaningful way, generating funds that are then distributed to various research organizations and charities. While the cause may be noble, the IAU is concerned that such campaigns are misleading, especially as there is zero official recognition for crowdfunded naming rights.
By Uwingu's reasoning, there is a need to make designations of celestial bodies (like exoplanets) and planetary features (like the craters on Mars) a little more "human friendly." As rationalized on their website, "the first planet discovered outside our solar system is named ‘PSR 81257+12 B'. Not so catchy, is it? Uwingu wants to give planets more human-friendly labels, and you can help!"
Unfortunately, critics have argued that it's not necessarily clear to the public that their paid nominations are not officially recognized.
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Uwingu is a little vague on this point. In the "Frequently Asked Questions" section of their Mars crater naming website, Uwingu alludes to the fact that the project isn't officially endorsed. In response to the question, "How will our Uwingu Mars feature names be used?" they say: "They'll be used by anyone using Uwingu's Mars maps. For now that's just the public, but soon, we hope, scientists and space missions to Mars will be using these maps too!"