As a journal publishing content on HIV, we use language to disseminate ideas, information, and innovations. Throughout our different sections we cover a broad range of content in diverse styles: from discursive pieces in the Culture section, to the rigorous presentation of academic research in our Articles. As editors, we are acutely aware of the power of language, not only as the primary tool in our endeavour, but also in its potential to do harm. Particularly in content about key populations, sexual behaviour, and people affected by HIV, if the language is wrong we can contribute to the stigmatisation of the populations we seek to help.