Just caught up with this, so apologies it's an old(er) topic.
Applied Behavioural Analysis is MASSIVELY misunderstood. If you look at some activists online, they say its torture, abuse, demanding autistic people to fit into neurotypical models of behaviour etc. This is simply NOT the case. ABA therapists don't abuse children, they work WITH them to figure out why behaviours are happening and help move them to a place where they can get what they need without less helpful behaviours.
For example, aggression, self-injury etc are all not adaptive in the longer-term. Yet some will claim that these are simple expressions of what a child needs. Activists will routinely say that society should adapt to meet autistic people's needs and whilst I agree to a degree, we know that this is unlikely. I never understood why people would be against autistic people learning skills so that they can fit into a world that is not built for them. The alternative is constantly being misunderstood, demonised and disconnected from society.
ABA gently moves people to change their behaviour. It doesn't torture people, embarrass, force people to do things they don't want to do. It also DOES focus on how you can upskill people to be more effective - it's a myth that you take away a communication behaviour without replacing it.
The fact is we ALL use ABA in our everyday lives with each other. If you punch someone in the face, you may go to prison. If you say something rude or obnoxious to someone, they will likely not want to be around you anymore. You may get into a fight with someone to (unintentionally) get them to back-off so you don't get criticised or act passive and vulnerable, so people give you a break. If you have ever given someone a gift for doing something for you, you are using ABA principles. Children do this to us. If they cry in the supermarket and they get a treat to keep them quiet, they will do it again next time. If we talk for our child, they learn that keeping quiet gets their needs met by others. EVERYTHING we do that engages another person uses ABA techniques. Consequences that make a behaviour more likely to happen or make people less likely to do things that aren't helpful.
In short, in the UK at least practitioners are trained to work WITH a person, not do ABA TO THEM.