When the words are not per se defamatory in their ordinary sense or have not meaning at all in ordinary acception can be pleaded in order to admit evidence that in a peculiar sense they are defamatory called as
Innuendo
In the law of defamation, words are first read in their natural and ordinary meaning; if they are not defamatory in that sense, the plaintiff may plead an innuendo, setting out the special facts known to the recipients that give the words a secondary, defamatory meaning.
An innuendo must be specifically pleaded and proved, and evidence is admitted to show that persons with knowledge of those extrinsic facts understood the words in the defamatory sense (Tolley v. J. S. Fry and Sons Ltd., 1931; Cassidy v. Daily Mirror Newspapers Ltd., 1929).
Libel and slander are the forms of defamation (permanent and transient), not a pleading device, and unintentional defamation refers to liability without intention to defame (Hulton v. Jones, 1910), not to a hidden meaning of the words.
Therefore the plea that gives innocent-looking words a defamatory meaning is called innuendo.
Hence, Innuendo.
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