I don't think you can stop calling it that, if you Google the word fan service almost all the results are creepy anime shit.
Instead we gotta stop rewarding or putting up with the self-righteous attitude of people who admit they like it. They are trying to pretend there's some nobility in it to handwave away the extreme problematic nature of a lot of the content, but in truth they're just admitting they enjoy the story being sabotaged and made worse at the expense of everyone in the wider potential market just solely so they can get off to their denigrating (and more often than not; creepy pedo-ish) shite.
Instead we gotta stop rewarding or putting up with the self-righteous attitude of people who admit they like it. They are trying to pretend there's some nobility in it to handwave away the extreme problematic nature of a lot of the content, but in truth they're just admitting they enjoy the story being sabotaged and made worse at the expense of everyone in the wider potential market just solely so they can get off to their denigrating (and more often than not; creepy pedo-ish) shite.