Weasel words
Weasel words are vague qualifiers like "may" or "some people say" that sound substantive but dodge real commitment, hollowing out claims with no accountability.
Also known as:
Vague qualifiers, Hedging language, Anonymous authority
What are weasel words?
Weasel words are fuzzy qualifiers that let a writer imply a claim without actually making one. Phrases like "studies show," "some experts say" and "up to 50 percent" all signal authority while hiding the source. The name comes from the idea that a weasel drains an egg but leaves the shell intact. The claim looks whole until you pick it up.
Weasel words: Studies suggest some users may potentially see improvement.
Direct: 73% of users completed tasks twice as fast in our beta.
Why do weasel words matter?
Weasel words quietly erode brand credibility. A reader who notices "many users agree" without a source will start doubting every other claim on the page. In marketing copy, weasel words also block accountability, because nothing specific has been promised and so nothing can be proven or disproven. Clear, sourced claims beat hedged ones every time, even when the real number is smaller than the vague version implied.
How do you use weasel words?
Flag hedges like "may," "some" or "studies show" in every draft and replace them with specific numbers, named sources or direct claims.
Keep a weasel word only when the hedge reflects real, documented uncertainty the reader needs to know about.
Add a weasel-word rule to your Brivvy brand voice so every AI draft surfaces vague qualifiers for review.
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