Be the eyes and ears of ageism in advertising

Brands and their agencies are very sensitive to public feedback – good as well as bad. It’s amazing the difference even a handful of letters, emails or social media posts can make. 

The way people are shown or not shown in advertising influences how our society sees them and acts towards them. Mainstream advertising not only reflects current attitudes it shapes future attitudes.

Ageism in advertising takes different forms

Exclusion. Some campaigns purport to show ‘all Australians’ but exclude older people.

Stereotyping. When older people are included, they are often stereotyped as frail, forgetful, foolish or only interested in topics like grandchildren and heath complaints.

Mockery. Older people are sometimes used as the butt of jokes in ads - losing their keys, walking too slowly, or not being able to use technology.

A disease to be cured. The whole anti-ageing industry is built on the premise that old is ugly and wrinkles are a problem to be solved.

All of these contributes to older people being more likely to feel invisible and worthless, and older age being seen as a negative life stage to be feared.

How you can help end ageism in advertising?

Be the eyes and ears of positive change.

If an ad stereotypes, denigrates, or unnecessarily excludes older people, write to the advertiser, broadcaster or social media platform to register your disapproval. Most brands have their own website with contact details. Sometimes it can be powerful to remind the advertiser that older people buy their products and services too. You can use our template if you wish. You can also make a formal complaint with Ad Standards.

When you see advertising that portrays older people in a positive way, write to the advertiser, broadcaster, or social media platform. Change doesn’t just come from calling out the bad, you also need to praise the good. Thank the advertiser for not succumbing to ageism in their ads and encourage them to continue to positively portray older people in future campaigns. 

Share your thoughts using the comment form on the link below