Op-Ed: Watching Chancellor George Osborne on the election campaign trail Tuesday once again his rebranding of various British benefits and taxes was noticeable. Today it was National Insurance which he seems to prefer to call a tax on jobs or even the Job's tax.
National Insurance is paid by both employees and employers with currently employers making a larger percentage contribution.
National Insurance contributions in the UK date back to 1911; "David Lloyd George's Liberal government introduced unemployment insurance through the National Insurance Act of 1911. The provisions covered 2.5 million workers, mostly in manual trades. Workers, employers and the Treasury contributed to an unemployment fund."
The fund was used for medical treatment, or for those who lost their jobs.
Benefits to offer a safety-net especially for lower-paid workers in the UK who may have little money saved or 'assets' were expanded down the years but since 2010 and the election of the Conservative-led coalition government these have been cut to the bone.
These days unemployment benefit of the dole has been rebranded as Job Seeker's Allowance, is strictly monitored, is only payable in some cases, has been frozen and is paid for a shorter period of time.
But of course all of those changes have not resulted in a reduced National Insurance contribution.
Until a government can come up with a viable alternative National Insurance is here to stay and it is not a Job's tax by any stretch of the imagination.
But Osborne and his Tory colleagues like rebranding unless it negatively affects the Tory party.
That party's infamous spare room subsidy is widely called the Bedroom Tax and the conservatives hate that.
However they have been happy to rebrand Social Security as Welfare benefits which means even state pensions you have paid into for many years are classed as a benefits eligible for cuts as it suits.
The next time you watch a Tory minster talking up his political party and their track record look out for changing terminology and downright rebranding. It is yet another Tory election tool.
What's in a name? It could be an election win.
The Tories are looking at scrapping National Insurance but what will replace it? Will it be yet another Tory tax with a fancy name costing ordinary people much more than it does bosses or business.
Note: Osaborne has had his sights on National Insurance for some time. In May 2011 the Independent reported "Osborne's secret plan to raise tax – and scrap national insurance."