The Advertising Standards Authority is seeking the public’s views on advertisers’ portrayal of older people. The UK watchdog has commissioned research on the way ads impact attitudes and behaviour – and the ways in which silver viewers and readers feel targeted by them. It has acted in the past to ban advertising it deemed likely to cause offence – for example banning on age and racism grounds a billboard poster that implied a relationship between an older woman and a younger man was unusual or socially unacceptable. This broader investigation follows recent research among over 50s that found 36% of women had been patronised and 18% of men had experience rudeness because of their age. The Authority says it will report in 2025.
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