I think one of the factors at Tenerife was the ATC-clearance "After Take-Off continue on RWY heading....."
Anyway: ICAO-rules state that:
"the word "Take-Off" is only used when an aircraft is cleared for take-off, or when cancelling a take-off clearance. At other times the word "Departure" or "Airborne" is used."
DOC 9432 "Manual of Radiotelephony" 2.8.3.3
But many countries deviate from ICAO-standards.