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.

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