Use the term 'second mortgage' when referring to irresponsible people who couldn't live within their means or those who are forced into it by one time emergency situations.
Use the term 'HELOC' when referring to informed consumers who use their home's equity to work for them to consolidate debt, allow them to make home improvements, buy a new car, and enjoy that once-in-a-lifetime vacation they've been putting off.
/sarc