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

Thank you very much for your very considered letter. The intention behind the cover line was: 1) What will make vets read this story? 2) The owners in question aren’t vet clients – they are people who use the internet for care advice and, as a result, a significant number aren’t doing a very good job. However, I think you are right to raise this challenge and, on reflection, I agree this cover line is a bit too ‘tabloid’ in tone and could be seen as undermining the client-vet relationship. In order to ensure this doesn’t happen again, we have put in a place a new process where the cover will be checked for tone before we go to press. I am happy to publish your letter in case other readers have had the same concern.
Source: Veterinary Record - Category: Veterinary Research Tags: Letters and notices Source Type: research