The Advertising Standards Authority (ASA) has cautioned insurers against overwhelming older consumers with end-of-life product ads and using potentially offensive age-related stereotypes in their campaigns.
ASA’s latest report combined quantitative and qualitative research to examine how older people, defined as those aged 55 and over, are portrayed in advertising, and whether these depictions risk causing harm and/or offence.
Focus groups revealed that participants generally understood the commercial reason behind targeted advertising and recognised why certain products are aimed at specific demographics based on life stage and needs.
Younger participants aged between 16 and 44 appreciated targeted advertising, saying it made ads feel more relevant and useful. However, for those aged 65 and over, the experience was more negative as many felt overwhelmed by a flood of ads for end-of-life products, such as life insurance, which they believed were being directly aimed at them.
Some participants aged 65 and over in the qualitative research felt this targeting reinforced stereotypes that older people are “past their time” and only focused on “planning the end of their lives,” which are views that don’t reflect their actual experiences.
There was also a concern in this age group that the high volume of somber end-of-life ads could negatively affect vulnerable groups, such as those living alone or with chronic health conditions, by constantly reminding them of difficult realities they prefer to avoid.
The ASA also warned advertisers, including insurers, to avoid using extreme or one-dimensional portrayals of older people, steering clear of age-based jokes or stereotypes and not depicting them as only socialising within their own generation.
Instead, advertisers should feature ‘real’ older people, focusing on the individual rather than their age, showing them interacting with younger generations and portraying a diverse range of experiences, according to ASA.
For example, Phoenix’s ad campaign from November 2022 was part of the research. It features an older man in a work uniform sitting in a workshop, with text stating, “I’m not ready for bridge games and bowling greens” and “retirement isn’t ready for me.”
This portrayal challenges typical ageing stereotypes by showing an older person as active and purposeful, resisting conventional retirement roles.