Research by the Advertising Stands Authority (ASA) has revealed that too many advertisers are behind the times when it comes to ageing. People of all ages said they want to see more authentic and realistic portrayals of older people. ASA found that older people feel relatively positive about their age. With 58 per cent of the UK public believing advertising can significantly shape society’s perceptions of older people, there’s a clear opportunity for advertisers to lead a cultural change in how ageing is portrayed. Kam Atwal, Research Lead at the ASA said: “As a society, we’re living longer, richer, and more varied lives.

Source: The Times June 23, 2025 08:35 UTC