MPs have criticized the representation of baby boomers as “wealth head” at the expense of younger generations, warning that such stereotypes run the risk of “age institution” in the British media.
A new report from the Commons Women and Equalities Committee emphasizes the widespread display of those born between 1946 and 1964 as vulnerable or a life of Weelde, while their children and grandchildren struggle about lower incomes. The committee points out a 2020 investigation by the Center for Aging better that the elderly investigated on TV, in advertisements and magazines, with evidence that suggests that these caricatures overlook inequalities within age groups.
Sarah Owen, chairman of the committee, urges regulators, such as the Advertising Standards Authority and OFCOM to put an end to harmful, rejecting statements. She says that existing laws that prohibit discrimination from age “fail the elderly” because they are rarely maintained.
Despite the average domestic wealth with age, MEPs say that too little attention is paid to those in later life who have no ownership or who are confronted with “digital exclusion”, especially because essential services are increasingly moving online. About 29 percent of people older than 75 have no home internet access, according to OFCOM – a problem that makes access to banking, health services and council sources more difficult.
The government says that the Equality Act already offers robust guarantees and points to the State Pension Triple Lock for stimulating income in later life. However, Owen wants stronger measures, including a British Commissioner for Elderly comparable with the role in Wales and a national strategy to combat ageistic stereotypes in public services, healthcare and employment.