ASA Warns Against Demeaning Depictions Of Old People In Adverts

The Advertising Standards Authority (ASA) has warned advertisers to show more respect for the older generation, having noted that the over-55’s seldom appear in advertisements, and that when they do, it is usually either to promote the accessories of old age or to provide humour in adverts aimed at a younger audience.

In the case of the latter, a report issued by the ASA yesterday said, “It is becoming clear that a fine line separates light-hearted and acceptable representations of older people from those that can belittle or demean them.” An example which has caused complaints recently was a poster for Irn Bru which featured a pouting old lady with the text “Give me your Irn Bru or I’ll snog you”. The ASA did not in fact uphold the complaints, recognising that the treatment was intended to be humourous and a continuation of a campaign of similar executions.

The ASA states that while it has no mandate to act as a “social engineer”, it recognises that sensitivities have heightened in this area, and that this will be taken into account in future rulings, taking advantage of the flexibility of self-regulation.

This is the second time in as many weeks when the role of older people in the media has been brought into focus. Last month new research from the Independent Television Commission showed that old people objected to the way people of their age were portrayed on TV as “grumpy old men” or “sweet old ladies” (see “Oldies” Get Raw Deal From TV, Says ITC Report). It is estimated that around 18 million of the UK population is over 50 years of age, and as the ASA points out, in the US this sector, enjoying healthier and more active lives than in previous times, have become a vocal and influential consumer group. This in turn has prompted advertisers in the US to portray older people in a more positive light in advertisements.

ASA: 020 7580 5555

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