Overview

• More than a third (35%) of respondents said older people are negatively stereotyped in ads, often portrayed as lonely, purposeless or powerless.
• Almost half (49%) said humour at the expense of older people, such as grumpy or forgetful portrayals in ads by Strathmore Foods and LinkedIn, is likely to cause offence.
• Forty-four per cent of survey participants believe older adults are underrepresented in categories like fashion, beauty, technology and household goods.
• Many older respondents reported feeling bombarded by ads for funeral services, care homes and mobility aids, which they associate with decline rather than active ageing.
• The ASA is not proposing new rules but hopes its report will prompt advertisers to portray older people as vibrant, capable individuals rather than outdated stereotypes.