This article examines euphemisms and the tactics of their use in the media covering the ongoing military conflict in Donbas and the social and everyday problems of its residents. The relevance of this work lies in the need for a linguopragmatic analysis of the Donetsk media, in which euphemisation becomes not only a stylistic tool but a central mechanism for constructing an alternative reality. The division of euphemisms into ethical and manipulative categories allows us to identify how linguistic means are used to delegitimise the enemy, neutralise negative connotations, and manage the emotional perception of the target audience. The analysis of euphemism use in Donetsk media revealed the following results. In texts on military topics, ethically oriented euphemisms predominate. Their purpose is to protect the audience from the shocking impact of negative information. In texts on social and everyday topics, euphemisms are used primarily for manipulative purposes. They aim to create a more positive picture in the audience’s mind and to downplay the scale of existing social and domestic problems.