Frequently Asked Questions

Age Without Limits is the Centre for Ageing Better’s campaign to challenge ageism for the benefit of us all as we grow older.

The wide-ranging work of the Centre for Ageing Better is funded by a time limited endowment from the National Lottery to deliver 15 years of vital action.  This includes work to improve the quality of housing, employment opportunities and communities for older people.

We believe everyone should be free to age without limits, but ageism prevents us from doing so.  We know ageism is widespread - 60% of the people we spoke to had experienced it from others (of a sample who were selected because they had experienced ageism since turning 50). Almost half of those we spoke to told us they experience ageism at least monthly, with a quarter experiencing it weekly.

We heard that people experience ageism in employment (37%), as a consumer (34%), in health and social care settings (27%) and in social or leisure settings (24%).  We also heard that friends (10%) and family (15%) can be sources of negative treatment.

We see the real-life impacts of ageism in many ways. People we spoke to told us they had not taken part in social activities (34%), or sadly, had stopped setting goals (19%) or thinking positively about their future (27%). Ultimately, we heard that this makes people feel unimportant (45%), not valued (53%) or patronised (47%) leaving them with low self-confidence (41%).

We know that ageism is driven by everyday assumptions, language and habits. Behaviour change communications are proven to shift attitudes and behaviours at scale and have been used successfully worldwide in public health and social justice campaigns.

We decided to use this approach in England because it allows us to:

• Reach large audiences and build recognition for the issue
• Shift attitudes and behaviours using education, modelling and persuasion
• Create a visible platform that strengthens wider action across the age-related agenda, from services and housing to health and financial security
• Engage people and sectors beyond those already involved, including business, policymakers, media and education

We use a clear, evidence-led approach to track what’s working and what’s changing.

• National baseline & follow-up survey
  First run in August 2023 and due to be repeated in August 2026 by NatCen and the University of Kent, this survey helps us to understand how attitudes and behaviours are shifting over time and the impact our campaign is having nationally.
• Quarterly tracking
  Every quarter, we measure how visible and memorable our campaign is across England. This tells us whether people saw the campaign, remembered the message, and felt motivated to act—so we can refine and improve it year on year.

Ageism isn’t always obvious. It shows up in everyday language, casual jokes, workplace assumptions and the media we consume. Because it’s so normalised, we often don’t notice it.

But its impact is real — and it limits people’s lives. Ageism affects everyone. And when we question it and challenge it, we can change it.

From questioning language and assumptions to helping to improve representation, here are five ways you can take action today.

Age UK 

• Website: www.ageuk.org.uk 
• Phone: 0800 169 6565. Free advice lines are open 8am-7pm, 365 days a year
• Age UK also has specialist advisers at over 120 local Age UKs. Find your local Age UK here: www.ageuk.org.uk/services/in-your-area 

Independent Age 

• Independent Age believe that no older person should face financial hardship
• Their award-winning information and advice services offer free impartial expert advice on money and benefits, housing, and care
• For more information or to order a free guide, call one of their friendly advisers free on 0800 319 6789 (Monday to Friday, 8.30am to 5.30pm)
• To download a free guide or factsheet, visit www.independentage.org 

The Silver Line 

• Website: www.thesilverline.org.uk
• Phone:  0800 4 70 80 90 
• The Silver Line Helpline, run by Age UK, is a free, confidential telephone service for older people.  Providing friendship, conversation and support 24 hours a day, 7 days a week

Mind 

• Mental healthy charity offering information and signposting to people with mental health conditions and their loved ones 
• Website: www.mind.org.uk
• Helpline number: 0300 123 3393 

Campaign Against Living Miserably

• A suicide prevention charity offering support, practical advice and information
• Website: https://www.thecalmzone.net/get-support
• Helpline number: 0800 585858

Samaritans 

• Provide support and a listening ear for anyone going through a tough time
• Website: https://www.samaritans.org 
• Helpline number: 116 123

Acas

• Acas offers free advice and guidance on matters relating to workplace discrimination Independent public body giving impartial advice to employers and employees via their website and helpline alongside help to resolve workplace disputes
• Website: https://www.acas.org.uk/advice 
• Helpline: 0300 123 1100

 Equality Advisory and Support Service

• Equality Advisory and Support Service (EASS) can advise you on what steps to take and on the time limits you have to act within for pursuing a discrimination claim
• Website: https://www.equalityadvisoryservice.com/ 

 Rest Less 

• An independent website showcasing information, advice and services for people age 50 and above, covering a diverse range of issues including employment and careers, finances and health
• Website: https://restless.co.uk 

 Careers can Change 

• A campaign bringing together a variety of services and organisations that support people to change careers in mid-life and beyond
• Website: https://careerscanchange.co.uk 

Citizen's Advice

• Citizen’s Advice offer guidance around age discrimination in the provision of goods or services.
• Website: https://www.citizensadvice.org.uk/consumer/
• Adviceline number: 0800 144 8848 

Advertising regulator 

• To make a complaint about ageism in advertising, contact the Advertising Standards Authority: https://www.asa.org.uk/make-a-complaint.html 

Press regulator 

• To make a complaint about ageism in the media, contact the Independent Press Standards Organisation: https://www.ipso.co.uk/complain/ 

The Patient Advice and Liaison Service

• The Patient Advice and Liaison Service (PALS) provide support and information to patients, their families and carers if they have any concerns about the care they receive from any health care service. PALS can give you information about the NHS complaints procedure, including how to get independent help if you want to make a complaint.
• You can find your nearest PALS office on the NHS website.  
• You can also ask your GP surgery, hospital or phone NHS 111 for details of your nearest PALS.