Ads & Brands Law Digest: November

ASA begins project about the depiction of older people in advertising

The Advertising Standards Authority is currently examining how older individuals are portrayed in advertisements. It is considering to what extent, and how, certain depictions of older people in advertising can give rise to serious or widespread offence or harm. It is also considering if the ASA's current approach in this area offers adequate protection to prevent any such harms. Currently, the UK Advertising Codes contain rules which require advertisers to prepare ads with a sense of responsibility, and which prohibit ads from causing serious or widespread offence. This means that particular care must be taken to avoid causing offence on the grounds of protected characteristics, one of which is age. The ASA will publish the outcome of the review in 2025. It hopes that the review will provide evidence on which to consider any necessary next steps.