The Church of Jesus Christ of Latter-day Saints is asking media organizations to stop using the terms "LDS Church," "Mormon Church" or even "Mormons" when referring to the faith or its members.
In a statement released on Thursday, the Church issued a bullet list of style guidelines for news outlets.
"While the term 'Mormon Church' has long been publicly applied to the Church as a nickname, it is not an authorized title, and the Church discourages its use," read one bullet point.
The press release also includes church president Russell M. Nelson quoting Mormon scripture underlining the importance of its full name. Long before Nelson presided over the LDS Church, he shared a similar sentiment speaking during General Conference in 1990.
"Before any other name is considered to be a legitimate substitute, the thoughtful person might reverently consider the feelings of the Heavenly Parent who bestowed that name," he said.
This isn't the first time the Church has discouraged reporters from using shorthand, but the new guidance appears to contradict the Church's own Twitter account handle @LDSChurch and other materials it produces.
The Church used the now-off limits terms in a widely publicized ad campaign launched in 2010 called "I'm a Mormon" aimed at combating misperceptions about the religion. The accompanying website for the campaign is the still active Mormon.org.
The announcement about the new guidelines was made on the Church's public relations site, mormonnewsroom.org.