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

ASA report finds many use negative stereotypes and highlights concerns about targeting of end-of-life services 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.The TV advert for the Scotland-based Strathmore Foods, 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. Continue reading...

Jun 19, 2025 - 00:06

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

ASA report finds many use negative stereotypes and highlights concerns about targeting of end-of-life services

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.

The TV advert for the Scotland-based Strathmore Foods, 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. Continue reading...