That’s exactly the point: calling something a concentration camp shouldn’t sound like a marketing slogan that promotes it. Nothing really grabs attention of the public while also communicating something is unquestionably bad than calling a concentration camp. Because that’s exactly what it is.
But it helps to have a marketing slogan to get others to understand that this is a bad thing. They built a facility for people to go and die in. Might as well call it Auschwitz.