Euthanasia group prepares rebrand

The Voluntary Euthanasia Society is rebranding to ditch the controversial word ‘euthanasia’ from its title.

Director of comms Mark Slattery said the organisation's principals of 'choice, dignity and quality of life' would be reflected in the new name and strapline – Dignity in Dying: your life, your choice.

'The word euthanasia has connotations that can sometimes work against us and divert attention from the real issue of patient choice,' said Slattery.

The name change will  come into effect on 23 January. Chief executive Deborah Annetts is to appear on BBC Radio 4's Start the Week on the day to highlight the rebrand and explain the reasons behind it.

She will also be the subject of a profile interview in The Guardian later this month.

Research into doctors' attitudes to end-of-life decisions will be released in February to further promote the rebrand, Slattery added.

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