The Power of Words: Rebranding Euthanasia and Undermining Life's Sanctity.

Language shapes ethical perceptions, profoundly influencing societal attitudes toward euthanasia and physician-assisted suicide (PAS). Historically condemned by Western medicine as a violation of life's sanctity, euthanasia has undergone a dramatic transformation through deliberate linguistic reframing. Euphemisms such as "death with dignity" and "medical aid in dying" align euthanasia with values of compassion, autonomy, and patient empowerment, often overshadowing its moral implications for human dignity. This article critically examines how these linguistic shifts have influenced the normalization of euthanasia; broadened eligibility criteria; and facilitated its legal acceptance across nations like the Netherlands, Belgium, and Canada. Engaging secular arguments from consequentialism and autonomy-based ethics reveals their limitations, particularly their disregard for moral intentionality, relational responsibilities, and the intrinsic worth of life. Drawing on Catholic moral theology and virtue ethics, this study advocates for precise, transparent language alongside actionable policies, expanded palliative care, robust conscience protections, comprehensive public education, and stringent safeguards to protect vulnerable populations and resist ethical erosion. Reclaiming ethical clarity requires more than abstract discussion - it demands bold action in language and policy to counter euphemistic normalization and affirm the inherent dignity of human life.