The 'tax aversion' effect is real, and can sway our opinion on anything

A tax by any other name is still a cost, as Shakespeare might have said. But of course the words we use to describe things can amplify or minimise, and some have greater power than others. One of these is "tax", something perhaps the OECD understood when they released a report recently that described the costs of Britain leaving the European Union as a "Brexit tax" of £2,200 per UK household. It was a catchy claim that raised eyebrows and was widely reported – the idea of an additional tax on hard-pressed households is easy to understand and emotionally involving.

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