Help the Aged believes the Government’s inaction over age discrimination fuels this sense of rejection.

Ageism is rife in the UK. 61 per cent of people agree that the older people get, the worse they are treated by society. Help the Aged is challenging the Government to listen to public opinion and put ageism on an equal footing with racism and sexism. 

As part of its Just Equal Treatment campaign, the Charity wants the forthcoming Equality Bill to include proposals for legislation against age discrimination in the provision of goods, facilities and services - including health and social care services.

'The Government doesn’t seem to think age discrimination is a big deal'

Kate Jopling, Head of Public Affairs for Help the Aged, says: 'Despite millions of older people being subjected to ageist attitudes and practices each day, the Government doesn’t seem to think age discrimination is a big deal. 

While it deliberates over whether or not to introduce legislation, older people are denied access to the marketplace, insurance and banking facilities - even medical treatment - because they are deemed ‘too old’. In an increasingly ageing society, this is a moral outrage.

'The public are overwhelmingly supportive of legislation'

'Ministers have the power to outlaw age discrimination. The public are overwhelmingly supportive of legislation – it remains to be seen whether the Government is listening.'

Help the Aged is publishing 'Worth Fighting For: Ten Stories of Age Discrimination', a booklet of hard-hitting, real-life examples of age discrimination, and launching a viral email encouraging members of the public to email Harriet Harman, Minister for Equalities, demanding an end to age discrimination.

For more information about the campaign please visit Just Equal Treatment