Stigma

Stigma is a set of negative and often unfair beliefs that a society or group of people have about something. Its some negative attitudes or discrimination against someone based on a distinguishing characteristic such as a mental illness, health condition, or disability. 

For example, they might be labelled 'psychotic' rather than 'a person experiencing psychosis'.

Or When someone with a mental illness is called 'dangerous', 'crazy' or 'incompetent' rather than unwell