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The Independent UK
The Independent UK
Andy Gregory

Older people stereotyped as rich and grumpy in ‘offensive’ adverts, watchdog says

Chris Radburn LinkedIn ASA Strathmore
The watchdog's report discussed an advert by Strathmore Foods which was 'polarising' among focus groups - (McIntosh of Strathmore)

Elderly people are too often stereotyped as grumpy, wealthy or forgetful in offensive and harmful adverts, a watchdog has warned.

In new research carried out by the Advertising Standards Authority (ASA), a third of respondents thought older people tended to be negatively portrayed in adverts.

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