Recommendation 1

There is clear evidence that ageist stereotyping, including portrayals of older people as frail, helpless or incompetent, or conversely as wealth- hoarding “boomers”, is highly prevalent across all media in the UK and that this is a significant contributory factor to the normalisation of ageist attitudes. Ageism causes harm both to older individuals, including when self-limiting stereotypes are internalised, and at societal level, pitting generations against each other and breeding unnecessary and unhelpful division. We believe there is a strong case for the advertising and broadcasting codes and guidance to be strengthened in relation to harm and offence arising from ageist stereotyping of all types. We welcome the Advertising Standards Authority’s (ASA) decision to launch a research project to consider the nature and extent of harm and offence caused by ageist depictions of older people in advertising with a view to strengthening its regulatory approach. The ASA should update us on progress, including a clear timeline for change, in response to this Report. We recommend Ofcom launch a similar review, and that both the ASA and Ofcom commit to introducing specific new rules and guidance to advertisers and broadcasters on avoiding harm and offence arising from ageist language and imagery. (Recommendation, Paragraph 36)