Ad industry 'out of touch' with reality of ageing

OLDER people say they are being "bombarded" by campaigns for funeral services, care homes and mobility aids by "out-of-touch" mainstream advertising, a study has found.

- JOSIE CLARKE

The Advertising Standards Authority (ASA) said more than a third of the UK population (35%) agreed older people tended to be negatively stereotyped in ads, with other depictions such as forgetfulness, frailty or not being able to use technology also seen as potentially offensive.

While not offensive, depictions such as older people always being wealthy or grumpy, or ads showing them doing extreme and unrealistic activities, were found to be cliched and irritating.

Almost half (49%) said ads using humour at the expense of older people were likely to cause offence.

Some 44% believed older people were either underrepresented or not represented at all in ads, particularly in categories like fashion, beauty, technology and household goods.

Respondents also raised concerns about how ads were targeted, saying they felt "bombarded" by promotions for end-of-life services such as funerals, life insurance and care homes.