Visit Cornwall has decided that tourism staff should no longer use the words 'county' or mention England when referring to Cornwall in promotional literature.
Head of Visit Cornwall, Malcolm Bell, told employees that "region" or "Duchy" should be used instead.
In an email to staff, Mr Bell approved the use of "Cornwall", "Cornish", "Duchy" and "region" but added that in all future literature "even England references should be avoided", according to the BBC.
He told the news site: "It satisfies the people who get annoyed with the word county but most won't actually notice it so it's just a way of moving forward, it's just being sensitive.
"We would never deny we're a county and deny that we're actually part of England."
According to Loveday Jenkin from Mebyon Kernow, some Cornish people get "very irritated" with the word as 'Cornwall is not a county of England, even though it is administered as such, and Duchy should be used".
Mr Bell added: "It's just working on that difference that Cornwall has got and it has got a different culture, a different history which actually helps us to market the county.
"If the word county was appropriate we would use it."
Visit England described the move as "a good thing".
A duchy is a territory ruled by a duke; The Duchy of Cornwall is one of two royal duchies in England, with the other being the Duchy of Lancaster.
The eldest son of the reigning British monarch inherits the duchy and title of Duke of Cornwall at the time of his birth. The current duke, therefore, is Prince Charles.
Man airlifted to hospital after beach rock falls on Cornwall beach
Huge shark spotted in Cornwall harbour
Sign up to our weekly newsletterFollow us on TwitterBecome a fan on Facebook