To prevent newspapers, TV and other mass media forms from using terms such as "scroungers", "handouts" etc relating to benefit claimants. These derogatory terms are used not only in campaigns by the trash press such as the Daily Mail, Daily Star, Express and Sun, but are even occasionally seen or heard on TV (eg ITN News at Ten recently).
There would be a body such as the press complaints and advartizing quangos to enforce decent language.
Why does this idea matter?
see above. To give dignity to citizens