Angela Eagle, Minister of State for Pensions and the Ageing Society, has called for an end to ageism in the media, saying older people are not happy with the way they are portrayed.

Around 60 per cent of those who responded to the Government consultation on “Building a society for all ages”  mentioned ageism in the media. 

Some of the responses to the consultation included:

• The need for the advertising, media and publicity industries to use models and presenters of all ages
• The need to have more intergenerational programmes that are made for, and include, all ages
• The need for more positive representations of old age in the media, not just as vulnerable and in need
• The need for more positive older role models – both celebrities and older people.

 “ Today we are asking the media to help us tackle outdated stereotypes of age.  We are all living longer, healthier lives, which is something we should celebrate.  We need to see a balanced image of later life which help tackle ageism in our society and our consultation has shown us that there is real demand for this,” Eagle commented.