When is a foetus called a "growing baby"?

When the Government wants to discourage smoking.

John Smeaton has a good post highlighting the way in which the NHS speaks of the unborn child to mothers who find it difficult to give up smoking.
"Well done! Quitting smoking is the best decision you can make for you and your growing baby."
At the same time, the Government funds organisations that describe the killing of an unborn child as the removal of a pregnancy.

See: UK Government depicts unborn as fully human and alive in anti-smoking campaign

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