Brexit is Being Rebranded With the Foreign Office Given New Lexicon to Adopt

By Shabana Arif on at

As is typical when a PR nightmare occurs, those involved want to distance themselves from the offending incident as much as possible. Which is what appears to be happening based on a new directive delivered to Foreign Office staff.

There's a whole list of terms that are no longer to be used, including 'Brexit' itself. The document addresses this one straight off the bat, reading:

“Brexit is completed. So do not use the term ‘Brexit’ save as a historical event that took place on 31 January 2020.”

Staff have also been instructed not to throw around "phrases such as ‘deal/no deal’,” and should instead refer to "a Canada-style free trade agreement or the ‘2019 deal’ which will give us a trading relationship with the EU like Australia’s”.

It seems like the government is trying to get ahead of a no deal Brexit by switching up the lingo so that it won't sound as shitty if this all blows up in its face. After all, 'trading relationship with the EU like Australia' sounds like less of a monumental failure than 'no deal Brexit.'

It goes on to say that 'transition period' should be used in place of 'implementation period' which we've already seen in action, and that words like “bespoke”, "ambitious", or “anything else that can be taken to mean anything other than a typical free trade agreement of the Canada type” should also be ditched, adding, "If hyperbole is absolutely essential, only make reference to a deal 'at least as good as [Canada’s deal with the EU].'"

Will rolling out a new set of buzzwords to replace the old ones really make this whole debacle less of a shit show in the eye of the public? I guess we'll see. [The Independent]