Whitehall research rounds on ad industry for ignoring over-50s

A new Whitehall report is to hit out at advertisers for not being inclusive enough of the UK’s older population, instead targeting only the “young and the affluent”.

The Government research is also expected to recommend that the over-50s are used more frequently in advertising campaigns.

The report, which forms part of COI’s Common Good Research, looks at the media consumption of various market segments, and will be published in early March.

The research also recommends how various government departments and public bodies can best reach the ageing population through advertising and marketing.

The new study follows similar research on ethnic minorities and disabled minorities. However, advertisers are likely to argue that though the Government is almost duty-bound to target minority groups as it campaigns to inform and to change attitudes and behaviour, advertisers could be accused of ghettoising a particular sub-group if they are seen to be presenting an image merely as a token gesture.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here