The Advertising Standards Authority (ASA) has published a lengthy report alongside helpful advice about the depiction of older people in advertising.

The report is a detailed account of the public’s attitude to how older people are portrayed in advertising and, more specifically, to what extent certain depictions can give rise to offence or harm.

As the ASA explains, whilst it is not in the business of interfering with creativity, or imposing requirements or quotas on industry to include a particular group, it has seen an uptick in concerns about the portrayal of older people. If unaddressed, those concerns could mutate into people finding certain representations offensive, at which point the ASA would have grounds potentially to step in and take action.

At this stage, the ASA says that it does not intend to introduce any new rules. However, it offers “considerations for best practice when depicting older people in ads”, suggesting that advertisers should avoid relying on one-dimensional depictions of older people who are only, for example, frail, out of touch, lonely, or purposeless. At the same time, advertisers are encouraged to include depictions of ‘real’ older people (i.e. not just celebrities or those who have been airbrushed), focusing on their attributes and experiences rather than just their age.

Commenting on the report, Kam Atwal, Research Lead at the ASA said, “as a society, we’re living longer, richer, and more varied lives. Our research reveals that some of today’s portrayals of older people in advertising are not being received positively, and that the public want ads to better reflect the varied lives older people lead today. This is a real opportunity for brands to embrace the true diversity of later life and take a leading role in challenging outdated perceptions”.

To read the report in full, click here.