The discourse of the Jehovah's Witnesses leadership, as published in the authoritative publications of the Watchtower Society can correctly be characterized as "hate speech".
What is "hate speech"?
From Wiki: "Hate speech is, outside the law, speech that attacks a person or group on the basis of attributes such as gender, ethnic origin, religion, race, disability, or sexual orientation. In law, hate speech is any speech, gesture or conduct, writing, or display which is forbidden because it may incite violence or prejudicial action against or by a protected individual or group, or because it disparages or intimidates a protected individual or group."
The International Covenant on Civil and Political Rights (ICCPR) states that "any advocacy of national, racial or religious hatred that constitutes incitement to discrimination, hostility or violence shall be prohibited by law".
The European Court of Human Rights is deeply concerned with hate speech.
“... [T]olerance and respect for the equal dignity of all human beings constitute the
foundations of a democratic, pluralistic society. That being so, as a matter of principle it
may be considered necessary in certain democratic societies to sanction or even
prevent all forms of expression which spread, incite, promote or justify hatred
based on intolerance ..., provided that any ‘formalities’, ‘conditions’, ‘restrictions’ or
‘penalties’ imposed are proportionate to the legitimate aim pursued.” (Erbakan v. Turkey
judgment of 6 July 2006, § 56). - European Court of Human Rights
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"12. The Assembly reaffirms that hate speech against persons, whether on religious grounds or otherwise, should be penalised by law in accordance with General Policy Recommendation No. 7 on national legislation to combat racism and racial discrimination produced by the European Commission against Racism and Intolerance (ECRI). For speech to qualify as hate speech in this sense, it is necessary that it be directed against a person or a specific group of persons. National law should penalise statements that call for a person or a group of persons to be subjected to hatred, discrimination or violence on grounds of their religion." - Extracted from Recommendation 1805 (2007) from the Council of Europe Parliamentary Assembly