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British Prime Minister David Cameron has called on the BBC and other media outlets to avoid using the term Islamic State in reference to the terror outfit, saying it gives undue credibility to the "poisonous death cult".
"I wish the BBC would stop calling it 'Islamic State' because it is not an Islamic state," he told the BBC's 'Today' programme.
Cameron believes it gives undue credibility to the "poisonous death cult" that is "seducing" young Britons to go and fight for the terrorist organisation in Syria and Iraq.
Cameron preferred the use of the term ISIL -- the abbreviation of the self-proclaimed Islamic State of Iraq and the Levant.
"What it is, is an appalling barbarous regime that is a perversion of the religion of Islam and many Muslims listening to this programme will recoil every time they hear the words. 'So-called' or Isil is better," he said.
Cameron was speaking after it emerged that the number of Britons dead in the attack by an Islamist gunman on a beach resort in Tunisia on Friday could go upto 30.
He warned that the fight against the barbaric terrorist organisation was "the struggle of our generation."
"We have to fight it with everything we can," he asserted.
Cameron also pledged a "full spectrum" response to the attack by Seifeddine Resgui, who was gunned down himself by the police after his murderous rampage that left a total of 38 people dead on the Sousse beach resort.
British officials have already confirmed 17 of his victims are British but Cameron said the country should be prepared for the news of more British casualties as officials continue to identify those killed on the beach.
He announced that UK home secretary Theresa May will travel to the country today for talks on how to address the extremist threat and to pay condolences at the scene of the attack.
An RAF C17 transport plane is also being deployed to help bring stranded tourists home, and potentially repatriate bodies.