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The ASA has recently published new research about the depiction of older people in advertising. In summary, the research found that many older people feel invisible in mainstream…
United Kingdom
Media, Telecoms, IT, Entertainment
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The ASA has recently published new research about the depiction of older
people in advertising. In summary, the research found that many
older people feel invisible in mainstream advertising or reduced to
outdated stereotypes, and have the perception that they are
‘bombarded’ by ads for products like funeral services, care
homes, and mobility aids.
Over the last 40 years, the number of people in the UK 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). The ASA’s key findings were:
- Over a third (35%) of the UK population agree that older people
tend to be negatively stereotyped in ads; - The public said that ads showing older people as lonely,
purposeless or powerless could be harmful – especially for those
aged 75 and over; - Nearly half of the UK public (49%) said ads using humour at the
expense of older people were likely to cause offence; and - 44% of UK adults believe that older people are either
underrepresented or not represented at all in ads, particularly in
categories like fashion, beauty, technology and household
goods.
People of all ages said they want to see more authentic and
realistic portrayals of older people. They want advertising to
feature real older people, focusing on individuals rather than
their age, and portraying a diverse range of later-life
experiences. Yet many feel the industry has been slow to adapt,
with advertisers still lagging behind the public’s shifting
attitudes towards ageing. The ASA says that there is a clear
opportunity for advertisers to lead a cultural change in how ageing
is portrayed.
The ASA says that it is not proposing any new rules but CAP and
BCAP will consider if more guidance is necessary. It will also take
the research findings into account when assessing complaints about
the depiction of older people in ads. Next year, the ASA will
review its decisions in complaints relating to the portrayal of
older people since the publication of the research to help ensure
that it is drawing the line in the right place.
So what does this mean for advertisers? The ASA hopes that by
sharing the research, advertisers will understand how some
portrayals of older people are landing with the public today – and
where there may be unintended consequences. Advertisers should
consider the tone, context and content. It’s also important to
ensure that you aren’t straying into other stereotypes as well
– CAP refers to an upheld ruling about an electronic cigarette ad which implied
that a relationship between an older woman and a younger man was a
“taboo”. This particular ad wasn’t just ageist but
also carried racial undertones.
As we’ve mentioned before, the ASA’s project is of
particular interest to us at Lewis Silkin, as we have an age strand
as part of our DE&I activities – we don’t just look at the
experiences of older people but the challenges that people may
face, both in and out of the workplace, at all stages of life.
Please get in touch with the team if you need help with your
advertising clearance, or you would like to talk to us about our
DE&I activities.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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