As readers will no doubt be aware, the UK Advertising Codes contain rules which require advertisers to prepare ads with a sense of responsibility, and which prohibit ads from causing serious or widespread offence. As per these rules, particular care must be taken to avoid causing offence on the grounds of protected characteristics, one of which is age.   

The ASA has acted in the past to ban advertising likely to cause offence on the grounds of age. One example saw us ban a billboard poster which implied that a relationship between an older woman and younger man, who were also of different races, was unusual or socially unacceptable. The ASA determined that the ad was likely to cause serious or widespread offence on the grounds of both age and race.  

However, at the ASA we’re always keen to proactively understand whether we need to do more to protect consumers. In our new five-year strategy, AI-Assisted collective ad regulation, we committed to prioritise protecting vulnerable people, and to identify and develop our understanding of vulnerable groups. 

We are also aware that the UK’s population is ageing.¹ In the last 40 years alone, the number of people aged 50 and over has increased by over 6.8 million (a 47% increase), and the number aged 65 and over has increased by over 3.5 million (a 52% increase).² Various reports have highlighted the experiences of this age group, including a recent study which reported how 36% of women 50 and over said they have been patronised because of their age, and 18% of men 50 and over said they had experienced rudeness because of their age.³

With this in mind, we have recently launched a project considering to what extent, and how, certain depictions of older people in advertising can give rise to serious or widespread offence, or harm, and whether the ASA’s current approach in this area offers adequate protection to prevent any such harms.  

As part of this project, a major piece of research testing the public’s views on the portrayal of older people in ads, and how such portrayals may impact public attitudes and actions, has been commissioned. This research, which will also consider the extent to which older people feel targeted by certain types of ads, and the consequences of this, is now underway. The outcome will be published in 2025 and will provide a strong evidential basis from which to consider any necessary next steps. The research findings will also act as a useful measure against which to analyse some of the ASA’s previous, relevant decisions.  

We have proactively engaged with three national age-related charities to seek their views on how older people are depicted in advertising. We’ll be looking to share our findings and insights with a wide array of stakeholders next year. 

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¹ The UK’s changing population

² Our Ageing Population | The State of Ageing 2023-24 | Centre for Ageing Better 

³ How men and women experience ageism differently revealed in new survey | Centre for Ageing Better 

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