Tags: obamacare | affordable | label | rebrand | remarket

White House: We're Not Dropping 'Obamacare' Label

Image: White House: We're Not Dropping 'Obamacare' Label

By Courtney Coren   |   Friday, 22 Nov 2013 09:13 AM

The White House isn't running away from the term "Obamacare," despite President Barack Obama saying it's time to "remarket and rebrand" his signature healthcare law.

"No, I think the president has taken on that — you know, that was a label that was applied by our opponents and welcomed with open arms by this president and our allies," White House spokesman Josh Earnest said Thursday, The Hill reported.

However, the White House and Democrats are now increasingly using the law's formal name, the "Affordable Care Act," and appear to be scrubbing away the oft-used "Obamacare."

Obama embraced the term on the campaign trail in 2012, going so far as to tell GOP presidential nominee Mitt Romney in their first debate that he liked it. But on Tuesday, speaking at the Wall Street Journal CEO Summit, he said Obamacare was in need of rebranding, according to Breitbart.com.

"We are going to have to obviously remarket and rebrand," Obama said. "And that will be challenging in this political environment."

Politico noted that the term "Obamacare" wasn't used once during the president's almost hour-long news conference last week. Instead he repeatedly used "Affordable Care Act."

The White House referred to the law as the Affordable Care Act in talking points it sent last week to Democrats appearing on Sunday talk shows.

On NBC's "Meet the Press," House Minority Leader Nancy Pelosi made the same point, correcting host David Gregory on the proper terminology. Speaking at an event hosted by BuzzFeed, she insisted that she had "always called it the Affordable Care Act."

In his comments Thursday to reporters, Earnest stressed that Obama wasn't referring to the law's name when he mentioned the need to rebrand.

"The point that the president was trying to make is that people have understandably — many people have been understandably frustrated with the flawed rollout of the website," he said. "And it would be a shame if that experience soured them on the broader law."

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