Age discrimination is one of the last forms of discrimination yet to be tackled
by legislation. Despite the call of the United Nations for older people to be
treated fairly, regardless of age, many industries still overtly discriminate
against them. The advertising industry is a particular offender, either ignoring
older people altogether or presenting them in caricatures or negative
stereotypes. The authors suggest that regulation or legislation may be
required, to raise awareness of the issues surrounding age discrimination and
to persuade advertisers to present images of older people which are more
relevant and acceptable in today's society.