Whenever a campaign wants to stop some new development it will use the phrase "tower block". This isn't what the developers would call them – they prefer "stunning developments" or "luxury apartments".
There is a national campaign afoot against new towers, specifically against the astonishing 230 mostly residential ones planned for the capital. Inevitably, the campaign has referred to tower blocks and "the mistakes of the 1960s" knowing this is emotive language [...]. — theguardian.com