Paint advert condemned as offensive to elderly

A lobby group for older people has called for the withdrawal of an advertisment for a paint product, which it has condemned as offensive.

The advertisements for Sandtex depict a sad-faced older woman looking out of a window, with the adjoining wording saying: "For longer lasting looks".

The ad should be withdrawn and those who created it, if that is the word, should remember that they too will soon be old, if they are not already. Age Action spokesman

The advertisement currently appears on railway station billboards.

A spokesman for Age Action Ireland, which speaks on issues relating to older people and plays an advocacy role on their behalf, said the advertisement was another "cruel twist" for older people and should be condemned.

"It is astonishing that such an atrocious gibe should be used by a major firm to promote its products. Yet again being old still bears the brunt of discrimination."

"If older people are not being merely ignored, they are being set up for comments about their appearance," the spokesman added.

"The ad should be withdrawn and those who created it, if that is the word, should remember that they too will soon be old, if they are not already.

"About 13 per cent of us are over 65, over 25 per cent are over 50. At a time when we are being encouraged not to be racist or sexist, it's a shame that older people should bear the brunt of discrimination."

The spokesman said Age Action will register a complaint with the Advertising Standards Authority for Ireland.