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With the global population growing older, promoting healthy ageing is a priority. Ageism, the stereotypes, prejudice and discrimination people have towards others or themselves based on age, can have a significant impact on the ageing process. Ageism against older people has a wide range of origins, but the media can play an important role in contributing to the formation of stereotypes or reinforcing existing ones. The consequences of ageism are widespread and have an effect on people's health. Negative views on ageing are linked to a shorter lifespan, worse quality of life, depressive symptoms, worse memory and functional decline. Ageism is also present within the healthcare system, where it can lead to reduced access to treatment or preventative measures for older adults, as well as to barriers to engage in health promoting behaviours or even refusal to access healthcare. The present paper provides recommendations on how to address ageism, for example, through awareness campaigns, intergenerational contact, the development of agesensitive communication guidelines, more focus on prevention and health promotion early in life, and implementation of policies that prevent age discrimination. Overall, if people age in a healthier way, they will be more capable to deal with the challenges of a society of longevity, which will ultimately benefit the society as a whole.
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