UK watchdog criticises ‘offensive’ portrayal of older people in adverts

<p>ASA report finds many use negative stereotypes and highlights concerns about targeting of end-of-life services </p><p>An elderly man fires off a tirade at a child who has asked “grandad” to return a mud-covered football that has landed on his gleaming car. He is then seen eating a microwave dinner for one and chuckling, with the now-deflated ball pinned to the table next to him by a large kitchen knife.</p><p>The <a href="https://www.youtube.com/watch?v=0ldV-xa5wN0">TV advert for the Scotland-based Strathmore Foods</a>, maker of the McIntosh of Strathmore ready meals stocked by most big supermarket chains, has been identified in a report by the UK advertising watchdog as showing an “offensive” portrayal of older people – by stereotyping them as grumpy and intolerant, and implying many are lonely and isolated.</p> <a href="https://www.theguardian.com/media/2025/jun/19/uk-advertising-standards-authority-criticises-offensive-portrayal-older-people-adverts">Continue reading...</a>