Is it appropriate to label members of the public 'rubbish?

I have been a regular reader of the Veterinary Record since before I qualified as a veterinary surgeon. I entirely understand that these are difficult times for print media, that reading habits change and that newspapers and journals must evolve to remain current and relevant. However, I was very concerned when I saw on the cover of last week’s Veterinary Record (October 21, 2017, vol 181) the headline, ‘Reptiles. Why are people so rubbish at looking after them?’. To me, this is an entirely inappropriate form of words to be published on the front cover of a professional journal. I have spoken with several colleagues all of whom were similarly shocked to see the phrase. As a veterinary educator I frequently find myself reminding undergraduate students that they must be careful to maintain standards of professionalism when facing the public (eg, when writing clinical records or using social media)....
Source: Veterinary Record - Category: Veterinary Research Authors: Tags: Letters and notices Source Type: research