No sell-by-date: Charity campaign calls for an end to everyday ageist phrases

The country’s first anti-ageism campaign is calling on the nation to question their negative assumptions about age as new polling highlights the habitual use of highly ageist everyday phrases such as “over the hill” and “mutton dressed as lamb”. 

New polling from the Age Without Limits campaign reveals that one in five people (20%) aged 55-64 have been told they are too old for something while around one in 12 people (8%) aged 45-54 have been told old dogs can’t learn new tricks.

The survey also found that one in ten people (10%) have described an older person as “past their sell-by date” while nearly one in five people (18%) have used the phrase “mutton dressed as lamb” about an older person.

In total, around half of the population (48%) has been on the receiving end or used one of eight highly ageist phrases, identified by the Age Without Limits campaign as amongst the common and harmful, including “dinosaur”, “over the hill” or “stuck in their ways”.

The survey is being released to mark the third Age Without Limits Day which is encouraging people up and down the country to take action to question and challenge ageism and help create a future where everyone can age without limits.  

Across England, communities, workplaces and individuals are coming together today [Wednesday 10 June 2026] to challenge the negative age-based stereotypes, assumptions and behaviours that help maintain ageism as the most widespread form of discrimination.  

Events include circus showcases, 50+ fashion shows, burlesque dancing, comedy and dance performances and activity taster sessions in a wide range of venues including football grounds, churches, museums, theatres and community halls. Major national employers including ODEON Cinemas and Zurich UK are also participating.  

Harriet Bailiss, Co-lead for the Age Without Limits campaign at the Centre for Ageing Better, said: 

“We know from our campaign that these ‘little phrases’ can have big consequences. They can really sting for those on the receiving end and can resonate for years. Ultimately they shape how we treat others, and how we see ourselves. Chipping away at confidence, influencing life decisions, limiting opportunities and forcing people to question where they fit in within their workplace, community and family. 

“Age Without Limits Day is the antidote to that negativity. A day for the country to come together and celebrate that we are all ageing. The day is about feeling part of a wider movement that aspires to a society where age never limits anyone’s opportunity, dignity, respect or belonging.” 

The newly released polling also reveals that:

• Almost one in four people (24%) aged between 45 and 54 have been called stuck in their ways - rising to 28% among those aged 75 and above.  
• More than one in eight people (13%) aged 75 or above have been told they are past their sell-by date.  
• One in ten people (10%) aged between 45 and 54 have been told they are over the hill.
• Nearly one in ten people (9%) aged 65 and above have been called a dinosaur.

And the survey also found significant proportions of people admitting to using highly ageist phrases including:  

• More than one in five people (21%) have described an older person as stuck in their ways.
• More than one in eight people (13%) have described an older person as a dinosaur including more than one in five people aged 18-24 (22%).  
• One in eight people (12%) have described an older person as needing to dress their age.
• More than one in ten people (11%) have described an older person as being over the hill. 

Katherine Crawshaw, Co-lead for the Age Without Limits campaign at the Centre for Ageing Better, said:  

“For this year’s Age Without Limits Day, we’re focusing on the power of questions. We want people to stop and question whether they are making judgments or assumptions about people based on their age. We want people to consider what is it that they are really saying and what impact those words might have on others?

“It may seem harmless but it all feeds into an ever-present prejudice in our society which can mean people being overlooked for a job they desperately need simply because of their age, or not being considered for the medical treatment they need. We want people to question and challenge those ageist assumptions. By doing so, we all have the potential to create positive change for ourselves and others.”