Perhaps unwittingly, the media reinforces ageism, claims a leading advocate for older people. Carole Easton, chief executive of the Centre for Ageing Better, wants age to be added to the Editors’ Code of Practice. She argues that one way the media “stokes ageist attitudes” is through numerous articles celebrating people who manage to conceal their true age by maintaining “youthful” looks, quoting a headline that ran “Ageless beauty. I’m 72 but look 20 years younger – people are stunned when they find out my real age but here’s my secrets.”