Discrimination against older people in the provision of goods and services, in job advertisements, promotions and working conditions will be highlighted in a week-long anti-ageism campaign beginning today.
The Equality Authority will call for changes in individual behaviour and at organisational level.
Say No To Ageism week is run by the Equality Authority, the Health Service Executive (HSE) and the National Council on Ageing and Older People (NCAOP) and involves a billboard campaign and radio advertising with the catchline "age is a label that doesn't always fit".
Almost one in 10 cases handled by the Equality Authority under the Employment Equality Acts in 2003 were taken on ageism grounds while 9 per cent of the case files under the Equal Status Act related to age discrimination.
A booklet to be launched by the Equality Authority and the NCAOP today calls for staff training on ageism and equality for older people; the age-proofing of goods and services; and the provision of user-friendly information for older people.
The Towards Age-Friendly Provision of Goods and Services guide points out that older people often feel they are being talked down to, and treated as though they were children. It calls for discount rates and "early bird" offers for people who cannot afford certain services.
Equality Authority chief executive Niall Crowley said false assumptions of inflexibility, dependence and conservatism were often made about older people. "Saying no to ageism is about saying no to relationships with older people that are characterised by a lack of consultation, dependence, patronising behaviours, neglect and even abuse."
Age discrimination impacted negatively on all age groups and the Equality Authority was particularly concerned at "the widespread negative stereotyping" of young people.
While the focus of this campaign was on older people, Mr Crowley said it was hoped "that achieving change in the experience and situation of older people will assist in creating an age-friendly society" for all.
Meanwhile, Age Action Ireland has called for the banning of the age limit of 65 for retirement.
Spokesman Paul Murray said this age limit had been removed for new entrants to the civil service, but retirement age was still at the discretion of private companies. "We would suggest that people are given the choice to defer their pension but then receive a higher one when they finally go," Mr Murray said.
He said ageism was the final "ism" as it had been generally accepted that racism and sexism were unacceptable. "We must get rid of the idea that people can be judged by the date on their birth cert. You should only be judged by your talents, ability, personality and character," he said.
