Question

Topic: Advertising/PR

Can You Have Promotion For Certain Age Range?

Posted by positivereality on 5/15/2016 at 2:41 PM ET 125 Points
Hi,

I am working in a business that offers a promotional discounted stay in the UK for a lower than usual rate. The client is obligated to attend a presentation to explain our product offering. The likely purchasers of our product will most likely fall between the ages 35-62 and as we have to subsidise the promotional stay, we would like to only offer it to this demographic. Is there any legal reason under UK law we could not promote the stay with the qualifier that the client fall between certain ages?
A link to the site / law that illustrates the positive or negative answer, would be most useful.
Thanks in advance.
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RESPONSES

  • Posted by saratogahiker on 5/16/2016 at 11:28 AM Accepted
    I believe that would be a form of age discrimination. This should be of interest to you...

    https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/8...
  • Posted on 5/16/2016 at 3:22 PM Accepted
    You can certainly target any promotion to specific groups by selecting media vehicles that cater to those groups. You can also offer discounted rates to seniors. But I don't think it's a great idea to stipulate that the offer is only for a certain age group. It may be legal, but there is something about it that sounds discriminatory/illegal.
  • Posted by positivereality on 5/17/2016 at 11:15 AM Author
    Thanks, you see the priduct is a membership that runs for 30 years plus and so people age 70 and up have little interest in purchasing, so offering discounts or incentives to that range is not cost effective, hence te question.
  • Posted by Shelley Ryan on 7/12/2016 at 6:59 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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