The article examines the pragmatic potential of euphemisms in English media discourse and the peculiarities of their translation into Ukrainian.The relevance of the topic is determined by the need to identify sociolinguistic and pragmatic aspects of the functioning of euphemisms, their semantic and communicative integrity, as well as insufficiently studied issues of reproducing pragmatic functions of euphemisms in different types of discourse.An analysis of contemporary research shows that euphemisms have been studied in both domestic and foreign linguistic traditions, in particular from the point of view of general aspects of euphemization, semantics, functional and pragmatic characteristics, motives for their use, and means of formation.At the same time, the issue of translating euphemisms, especially from the perspective of their sociolinguistic and pragmatic potential, remains insufficiently explored.The article examines the nature of euphemisms as units of secondary nomination that have intentional, socio-regulatory, contact-establishing, expressive-emotive, and aesthetic functions.It is shown that the pragmatics of euphemisms is determined by their contextual use, dependence on sociocultural norms, and value-normative orientations of society.Particular attention is paid to politically correct euphemisms that replace words and expressions that may be discriminatory on the grounds of race, ethnicity, age, gender, appearance, or social status.Methods of reproducing euphemisms in Ukrainian translation are examined, including lexical equivalents, calques, grammatical transformations (deletion, transposition), lexical generalization, and the use of phraseological analogues.A comparative analysis of English contexts and their Ukrainian translations was conducted, which allows us to conclude that the function of euphemism cannot always be fully preserved, especially in cases of conveying intentional and expressive components.The article emphasizes that pragmatic and sociolinguistic conditions, i.e., the addressee factor, communicative purpose, and sphere of discourse, determine the choice of translation means.The results confirm the need for an integrated treatment of euphemism translation, being attuned to its pragmatic and functional sense and striving towards the most accurate approximation of the communicative effect in the target language.