The Advertising Standards Authority (ASA) has published a new report which singles out ads by Amazon, Tesco, Nescafe and Cadbury for their positive portrayal of older people.
The study, which was published today (19 June), saw over 4000 UK adults surveyed.
Respondents said ads that positively depicted elderly people focused on the person rather than their age, such as showing them as being a part of an intergenerational friendship group or taking part in activities that aren’t associated with being older.
This was shown in Nescafe’s ‘Azera Iced Frappe’ campaign, which featured an older woman but did not focus on her or her age.
The Cadbury Dairy Milk ad 27, ‘SpeakerPhone’, was another example where age wasn’t the main focus. It followed a mature male as he experienced a new phase of fatherhood. Respondents “appreciated the way the ad addresses the topic of older people still being active members of the workforce”.
The report also recognised ads by Amazon and supermarket chain Tesco. In the Tesco food ad – titled Sue’s ‘Dive In’ – a group of older women get ready for a swim in the sea. One talks about how crispy pork noodles have become a special tradition for them over the years and their swim, they share lunch by the beach.
However, the investigation also found many older people felt “invisible” in mainstream advertising and believed they were “bombarded” with ads for funeral services, care homes and mobility aids.
According to the watchdog, older people are leading active lives, but the picture painted by its study was very different. Respondents reported a more outdated picture, with 35% highlighting that seniors were negatively stereotyped in campaigns.
The survey found the characterisations with the greatest potential to cause harm were marketing drives that presented older people as having no purpose in life (32%), as being isolated (27%) or as powerless (22%).
Kam Atwal, research lead at the Advertising Standards Authority, said: “Advertisers have an important role to play in shaping positive perceptions of ageing, and this research highlights a strong desire from the public to see more varied and realistic portrayals of older people in ads.
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“We want to support the creativity of the ad industry, so we hope these findings will help brands to connect more authentically with a growing and valuable audience whilst avoiding unintended harm.”
Beauty ads that suggested ageing was something to combat were also flagged for their potential to cause harm.
According to the study, 49% of people said campaigns using humour at the expense of the elderly were likely to be offensive.
It also pointed out that the portrayal of senior citizens as being wealthy or grumpy was “cliche”.
The report found 44% of UK adults believed older people were underrepresented or not represented in ads for sectors such as fashion, beauty, technology or household goods.
Reaction
In response to the report, the CAP and BCAP will be reviewing the findings to find out if further guidance is needed.
The research was welcomed by the Age Without Limits campaign. The campaign, which is run by the Centre for Ageing Better, challenges ageist advertising.
