The over-50s feel ignored by companies and misrepresented in advertising, according to new research.

A study commissioned by High50 – a global community and website for people over the age of 50 – revealed that only 4% of people in this age group feel advertising is aimed at them.

The survey of 1,305 people also found that only 11% feel brands are interested in them, and 20% feel completely excluded by marketing.

ONS data shows one in three of the UK population is aged 50 or older. It's also a crucial demographic for new car sales.

Motor Codes said of the 230,000 consumer reviews it holds some 43% are submitted by people aged 45-55 years.

“The 50-plus generation is at best ignored and at worst patronised, which, given that by the year 2020 half of the UK population will be 50-plus, is both bizarre and unacceptable,” TV presenter and High50 ambassador Mariella Frostrup told MarketingWeek.