Often portrayed as Werther’s Originals- wielding grandads, or those in need of a funeral plan or worse completely ignored, are brands avoiding or irritating a huge part of the UK population by failing to represent older people effectively on screen? On screen representation isn’t the only challenge. In an arguably youth obsessed industry, are we too slow in recognising the issue of ageism and how it affects our workforce? In this session, we discuss the uncomfortable truth of ageism in advertising; within the industry and in on-screen representation. Giving our audience, industry leaders’ opinions on what we can all do to create a more aspirational culture on being older and avoiding cliché depictions in our creative content.