A new UK campaign is redefining assisted suicide, marketing it as an empowering personal choice with upbeat imagery and catchy messaging. No longer framed as a last resort or an act of compassion, it’s now being sold as the ultimate expression of “expressive individualism”—a way to maintain control even in death. But history shows that when society embraces legal euthanasia, the “right to die” quickly becomes the expectation to die, especially for the most vulnerable. Just look at Canada, where assisted death has expanded beyond the terminally ill to include those with disabilities and mental health struggles. When words lose their meaning, so do lives. But life and death were never meant to be in human hands—God alone holds that authority.
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