ASA calls on advertisers to rethink portrayals of older people

Published today, the ASA’s new study explores how older adults feel about the way they’re represented – or not represented – in advertising and reveals that a significant proportion of the UK public see common portrayals of older people as cliched, unrealistic or even harmful.  

Over a third of people surveyed (35%) believe older people are negatively stereotyped in ads, while 49% say humour at the expense of older adults is likely to offend. Respondents also expressed frustration at being “bombarded” with ads for funeral plans and mobility aids, while seeing few realistic, relatable portrayals of people aged 55+ in areas such as fashion, technology and beauty.  

Kam Atwal, Research Lead at the Advertising Standards Authority, said: “Advertisers have an important role to play in shaping positive perceptions of ageing, and this research highlights a strong desire from the public to see more varied and realistic portrayals of older people in ads. We want to support the creativity of the ad industry, so we hope these findings will help brands to connect more authentically with a growing and valuable audience whilst avoiding unintended harm.” 

Many respondents said they want to see older people shown as they really are – active, comfortable in their own skin and still contributing across work, family and society. 

While the ASA isn’t proposing new rules, the findings will be used to inform future guidance and complaint assessments. The regulator is encouraging brands and agencies to reflect on how their creative choices are landing with audiences – and where there may be opportunities to forge more meaningful connections with a growing, high-value demographic. 

At IAB UK, our Futurescape research also points to the need for change. By 2030, over half of the UK population will be aged 35 or above, with older generations redefining what ageing looks like – staying active, culturally engaged and digitally connected. As traditional life stages blur, age-based targeting will become increasingly outdated. Advertisers will need to adopt more inclusive, data-driven strategies that reflect real lives and shared behaviours across generations.