Briefle words · Writing & copy
Non-apology
A statement that sounds like an apology but avoids admitting fault or accepting responsibility.
Say it to an AI
Chat reply to a customer chasing an overdue £48.20 refund for the third time. Acknowledge she's right, own the mistake in active voice, then give the fix: re-sent today, arrives Thursday, and I'll check in. Human, first person, no non-apology or policy quotes.
How an expert would brief the stronger version of “Late refund chat reply”.
See it
Try it as a puzzle →A coffee-subscription company's support agent replies to a customer chasing an overdue refund for the third time.
Why: A's 'we apologise for any inconvenience this may have caused' doubts there was any harm; B says plainly 'you're right, and I'm sorry'.
Related words
Room 2 · Tone & voice
Learn “Non-apology” in a five-minute lesson