Meteor forced to pull TV ad branded 'ageist'

Mobile phone company Meteor has apologised for causing offence with a Christmas television advertisement campaign which critics branded as ageist.

The company was forced to pull the advert and replace it with a campaign that ran in November after receiving scores of complaints.

The advertisement, which ran on RTÉ, showed a grandmother being ejected from a family Christmas dinner because her gift of a tea cosy did not match her host's expectation of a mobile phone as a present.

Meteor spokeswoman Amanda Carroll said the company had received both positive and negative feedback on the advertisement.

"We're not in the business of offending anyone; that was certainly not our intention and so we would like to apologise for any offence that was taken."

The decision to pull the advertisement came hours after Age Action Ireland called on the company to "review" the television campaign.

"Age Action has received a large number of calls from older people, angry at the negative stereotyping and treatment of older people in this advertisement," Age Action head of advocacy and communications Eamon Timmins said.

"Many are concerned at the impact this negative portrayal may have on older people who are living alone and isolated this Christmas.

"Certainly those currently living on the State non-contributory pension of €200 are unlikely to be in a position to pay €150 for a mobile phone for a gift this Christmas, as this advertisement is suggesting the older character should have done in order to be admitted to the party, " Mr Timmins said.

Age Action also suggested consumers had the option of switching their business to another mobile phone firm if they believed Meteor has not responded adequately to the complaint.

However, Jessica James, the 91-year-old central character in the advertisement, said she had no problem with the role.

"I thoroughly enjoyed it and I thought my character was very feisty," she said.