What is a euphemism?
It’s a word (or term) used instead of a harsh or taboo word. It’s a word (or term) used to soften a blow.

What are some examples?
Bijou – for teeny in property listings (see also ‘up and coming’ and ‘vibrant’)
Feminine hygiene – for period products
Preloved/vintage – for anything second hand (I personally like, and use, ‘new to me’)
Passed away – for died

Where they CAN help
There’s a place for euphemisms in copywriting. They can make the unpalatable palatable. There’s also a strong argument for use of euphemisms in copywriting where humour is appropriate and/or where you want to ‘flower up’ a thing that might otherwise be a tad dull.

Where they absolutely can’t
There is no place for euphemisms in copy where clarity is key. This usually means in things related to health and money. So healthcare, insurance and financial products would be top of that list. But also where the main driver of the use of euphemism is for the benefit of the teller and not the audience – ie restructure when you mean redundancy.

My own euphemistic bugbears
At the lighter end of the scale, I’d throw in ‘conscious uncoupling’. That utterly bullshit phrase for divorce/separation/relationship ending made infamous by Chris Martin and Gwyneth Paltrow in 2014.

At the opposite end, I’d have ‘passed away’ as top of my list. Whilst I can understand its use – death is scary and a massive taboo for too many, despite it being the only inevitable for all of us – I don’t think using euphemisms about death helps anyone.

And on that note…there’s a telly ad on at the moment that really irritates me. It’s for the Alzheimer’s charity. I’m fully behind raising awareness of and funds for Alzheimer’s. However, this particularly telly ad where they refer to the mum with Alzheimer’s as dying over and over again grates. I’d argue that this is where they need euphemisms. I’d have gone with ‘lose’. We lost mum when xxxx, and again when xxxx. In fact, are they using die as a euphemism for lost? It’s odd. Death is a taboo that shouldn’t be but saying someone died when they didn’t isn’t? It baffles and infuriates me in equal measure. But I’m not an ad copywriter…
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As with all copywriting…
1. Know your audience
2. Be transparent
3. Test the messaging
4. Align with your brand

Euphemisms have been a part of language for centuries and will continue to be. There’s a fine line between using euphemisms to enhance communication and crossing into deceptive or inappropriate territory. The key is to strike a balance—knowing when to soften the edges and when to deliver the truth plainly. Euphemisms should never be a tool for hiding the truth.