Internal messaging and external messaging. Can you really keep them separate?
Double talk doesn’t really work. Sooner or later, someone will get confused, and will spill the beans.
The simplest way to avoid this risk is to respect your users internally, and not just when working on the creative for an ad.
Perhaps this way your URL person won’t think that “captive” is the right adjective to use for people who are getting on your network in the airport lounge.