At Professional Academy, we pride ourselves on shaping the next generation of professional marketers, equipping them with the skills and ethical insights to create impactful, inclusive campaigns. However, a recent report from the UK’s Advertising Standards Authority (ASA) highlights a troubling trend that stands in stark contrast to the values we instill in our students. The ASA’s findings, published on 19th June 2025, reveal how outdated and offensive portrayals of older people in advertisements are not only misrepresenting this demographic but also alienating a significant market.
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The ASA’s research, based on surveys and focus groups involving 4,000 adults, uncovered that over a third of respondents believe people over 55 are negatively stereotyped in ads. Examples include a Strathmore Foods TV advert depicting an elderly man as grumpy and isolated, pinning a deflated football to his table with a knife, or a LinkedIn ad with the strapline “Parents don’t get B2B,” implying older individuals are out of touch. Nearly half of those surveyed found humour at the expense of older people offensive, while more than a fifth highlighted the harm caused by beauty ads framing ageing as a battle to be fought.
The report also raised concerns about targeted advertising, with older audiences bombarded with promotions for end-of-life services like funerals and care homes, reinforcing feelings of invisibility. Categories such as fashion, beauty, technology, and household goods were flagged for underrepresenting or entirely omitting older people, despite their growing purchasing power and diverse lifestyles.
Our manager at Professional Academy, reflecting on these findings, shared a poignant perspective: “It is disheartening to see this is rife in our world and in today’s society, which we would hope to be more enlightened.” This sentiment resonates deeply with us. Ads like those criticised by the ASA are completely missing the mark. Instead of positively engaging with customers, they actively alienate a key market—older consumers who, as the ASA notes, are living longer, richer, and more varied lives. By clinging to stereotypes of grumpiness, isolation, or technological ineptitude, brands are not only risking offence but also forfeiting the opportunity to connect authentically with this demographic.
This is not what we teach at Professional Academy. Our CIM-aligned marketing qualifications, including areas like Content Marketing, SEO, Social Media Marketing, and Paid Search Management, emphasise the importance of understanding and respecting diverse audiences. We train our students to craft campaigns that reflect real people—campaigns that celebrate individuality and inclusivity rather than relying on lazy stereotypes. Developing professional marketers means fostering creativity and empathy, ensuring advertising resonates with all age groups and avoids perpetuating harm.
For instance, our free taster sessions, such as the upcoming event on 26th June 2025 at the Digital Jersey Hub, led by Christopher Journeaux FCIM, Tutor, are designed to inspire marketers to think beyond outdated norms. We encourage our learners to challenge the status quo, using data and insights to target audiences effectively while maintaining ethical standards.
Kam Atwal, the ASA’s research lead, aptly stated, “Our research reveals that some of today’s portrayals of older people in advertising are not being received positively, and that the public wants ads to better reflect the varied lives older people lead today.” At Professional Academy, we echo this call. We believe marketing should uplift and engage, not diminish or offend. By training marketers to avoid these pitfalls, we aim to drive a shift toward more responsible and effective advertising practices.
As we move forward, we invite brands and marketers to join us in rethinking how we portray age in advertising. Let’s build a future where campaigns celebrate diversity and empower all consumers—starting with the skills and values we cultivate at Professional Academy.
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Reference: UK watchdog criticises ‘offensive’ portrayal of older people in adverts