I feel like the word "stigma" is very frequently used about issues relating to mental health where, if the issue was something else, words like prejudice and discrimination would more usually be used. If I Google it and go to the news tab (in incognito mode, in the hope that will prevent my web history having an effect), well over half the articles mentioning stigma are linked with mental health, including substance problems and dementia. Going back to the main search, the definition it gives me is 'a mark of disgrace associated with a particular circumstance, quality, or person. "the stigma of having gone to prison will always be with me"'
DAE think that the current strong yoking of the concept of stigma with mental health problems is potentially counterproductive, characterising mental health problems as being particularly well described as carrying a mark of disgrace, that it kind of places the locus of the problem within those suffering from mental health problems (as opposed to prejudice, which places the problem in society more broadly) and that it would be better if we talked more specifically about what we mean e.g. prejudice, discrimination, embarrassment, shame, fear etc.?