91 per cent of people in the South West think it should be unlawful to refuse someone goods and services on the basis of their age, in line with other forms of discrimination such as racism and sexism which are already banned.

Examples of age discrimination in goods and services include, doctors dismissing pain as "just getting old", travel insurance companies not offering quotes if you're over 75 and banks refusing loans on the basis of age.

The views of people from the South West echo those from around the UK. The new survey reveals 81 per cent of people in the UK would like to see an end to age discrimination in goods and services.

The findings of the survey*, carried out by GFK NOP as part of the Help the Aged “Just Equal Treatment” campaign, show widespread support for key legislation the charity is demanding in its fight for age equality and comes at a crucial time in the debate.

Currently, the Government is preparing to launch a public consultation on age discrimination before making its final decisions on the Discrimination Law Review - the proposals for new laws to be drawn up in the forthcoming Single Equalities Bill.

Kate Jopling, senior policy manager, Help the Aged, said: "At this critical time, it is encouraging to see such a groundswell of support from residents in the South West for a ban on ageist practises. We have a small but crucial window of time to affect legislation and achieve change.

"Older people want and deserve equal treatment. To date, age discrimination remains the last acceptable form of discrimination - and that's unacceptable."

So far lobbyists from around the country have joined the Help the Aged “Just Equal Treatment” campaign, including over 250 older people who travelled to Westminster to meet their MP face-to-face at the Mass Lobby for Age Equality, held at Westminster, 18 April.

Backed by Help the Aged, lobbyists are calling for two new pieces of legislation: a ban on age discrimination in the provision of goods, facilities and services, and a positive duty on public bodies to promote age equality.

Help the Aged is urging all people in the South West who have been affected by age discrimination, or know someone who has, to write to their MP. For a quick and easy way to send your message to your local MP visit: www.helptheaged.org.uk/justequaltreatment or to receive a lobbying pack with a readymade postcard for your MP contact Help the Aged on: 0207 239 1955.

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