Possible Clues:

• Substituting for a harsher or blunter word
• Using a mild term for an offensive one
• Using a milder term for something unpleasant
• Replacing unpleasant term with a milder one
• Using less embarrassing wording
• Margin in cup tie is possibly less embarrassing
• Using milder words for unpleasant terms
• Using milder terms
• Using a milder term for something taboo
• Using a mild term for something stronger