Weasel Words: Why You Get Manipulated By Dumb Language

Weasel words are words or phrases that aim to make you think something meaningful was said, when in reality, only an irrelevant or ambiguous claim was communicated. Examples include “some people say”, “it is thought”, and “researchers believe”. Using weasel words gives the communicator an easy way out if the statement is challenged, because the statement was never specific in the first place. They are often used in advertising, pop-science, and political statements to mislead people or disguise an unsubstantiated claim. Basically, the sentence is made complicated and confusing, which makes it more believable. They are called “weasel” words because “weasel” refers to a sneaky, untrustworthy, or insincere person, and the phrase “to weasel out” means the evasion of responsibility.

These come in many shapes and sizes. Numerically vague expressions: “some people”, “experts”, “researchers say”, and “evidence suggests”. Use of the passive voice: “it is said”. Adverbs that serve no purpose: “often”, “probably”. Other forms include illogical or irrelevant statements, vague or ambiguous euphemisms, use of grammatical devices, and value generalizations. The point remains the same: to say something that sounds smart, while putting so little data on the table that you can correct yourself if you are wrong. Weasels are known for their cunning and ability to sneak around unnoticed. Don’t be a weasel.

Weasel words are particularly popular in advertising. Statements describe beneficial features of products or service in a way that allows the company to exit unscathed. Such as when products are endorsed by celebrities when, in reality, they have little or no expertise in relation to the product. The passive voice is ubiquitous here as well: “it has been decided” and citing “authorities” or “experts” without identifying any particular person. This gives the speaker power to withhold their claims and not harm any alleged “experts” in the process. Similarly, euphemisms are used to soften the audience. Instead of saying lots of employees were fired, you say that the company “rightsized” or “downsized” or “reduced its headcount”.

Here are a few examples of phrases you are bound to run into. Listen for them in political speeches and sales pitches. “Some people say” avoids taking responsibility and cites no credible source. “Up to X percent off!” suggests potential discounts without guaranteeing any. “Helps to” implies effectiveness with no claim of results. “Clinically proven” sounds convincing but provides no specific study and is thus insignificant. “New and improved” sounds positive but says absolutely nothing on what was changed. “Money-back guarantee” suggests confidence in the product, but the conditions can be meticulously crafted, making it near impossible to get a refund. “Studies show” is used to lend credibility to a claim, but just like “Clinically proven”, it lacks transparency and if it does not provide concrete references, it is evidence of precisely nothing.

Real-world instances of weasel words:

• Advertising: a skincare product advertises that it “significantly improves skin appearance” without offering any quantifiable data or specifics on what those “improvements” are. Consumers still fall for the vague promise, even though the claim lacks substance.

• Political Speeches: a politician states that “many experts believe this policy will benefit our economy”. No experts are named. No studies are cited. The statement creates an air of trust, authority, and consensus, and opponents find it challenging to prove the claim wrong. Since the claim basically claims nothing.

• Corporate Communication: a company press releases claims that its new initiative “might result in significant improvements in customer satisfaction”. The “might” and “significant” and “improvements” leaves the expected result uncertain, reducing how accountable the company is if the outcome falls short.

• Media Reporting: a news article reports that “some studies suggest” that violence is on the rise, without providing details or context. Readers are left in a sense of urgency and concern to mend things. Even though the claim isn’t substantiated.

How you might use weasel words as a mental model: (1) watch out for weasels — when encountering ambiguous language, seek out specifics: concrete data, clear sources, or detailed explanations that back the claim; (2) don’t be a weasel — in your writing and speech, avoid relying on weasel words, and strive for clarity and precision, citing sources and numerical values where possible; (3) detect the weasel and put up your guard — be wary of terms like “many”, “some”, “studies show”, and “experts claim” without further elaboration; (4) scan for manipulation — when viewing proposals, contracts, or persuasive messaging, ensure that your decisions are based on evidence and not vague claims; (5) bestow your wisdom — share this mental model with your peers to build a culture of clear communication, avoiding language that can be interpreted in multitudinous ways.