In an internal BBC memo leaked to The Independent, Ric Bailey, the corporation's chief political adviser, says: "Please can we make sure that we don't describe this – in our own scripts, headlines, etc – as the referendum on 'electoral reform'. When the [BBC's] Guidance is published ahead of the referendum period, it will make clear that, in the context of the referendum, that is not an impartial term – 'reform' explicitly contains a definition of 'improvement'."

http://www.independent.co.uk/arts-entertainment/tv/news/bbc-bans-the-word-reform-in-debate-over-voting-reform-2192455.html

So... REFORM is an explicitly positive word implying 'improvement'? I see. On that basis, presumably the government's health and education reforms will no longer be desribed in that way. eh? Eh? EH?