Figures from charity Help the Aged show that nationally, three-quarters (74 per cent) of older people themselves believe the Government isn't responding to their needs.

The Charity believes the Government's inaction over age discrimination fuels this sense of rejection and is calling for legislation against ageism as part of its 'Just Equal Treatment' campaign.

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The charity says that ageism is rife in the UK and research shows people of all ages are concerned about the issue.

Almost nine out of ten people in the South-East (86 per cent of survey respondents) think age discrimination should be outlawed completely.

Help the Aged is challenging the Government to listen to public opinion and put ageism on an equal footing with racism and sexism. The Charity wants the forthcoming Equality Bill to include proposals for legislation against age discrimination in the provision of goods, facilities and services - including health and social care services.

The Help the Aged research also shows that:

Two-thirds of South East adults (66 per cent) think the older people get, the worse they are treated by society.

Well over half of South East adults (55 per cent) worry about how they will be treated when they turn 65. People between the ages of 25 and 45 are the most likely age group to worry about how people will treat them at 65.

Kate Jopling, Head of Public Affairs for Help the Aged, said: "Despite millions of older people being subjected to ageist attitudes and practices each day, the Government doesn't seem to think age discrimination is a big deal.

"While it deliberates over whether or not to introduce legislation, older people can be denied access to the marketplace, insurance and banking facilities - even medical treatment because they are deemed 'too old'. In an increasingly ageing society, this is a moral outrage."

As part of its 'Just Equal Treatment' campaign, Help the Aged is publishing Worth Fighting For: Ten Stories of Age Discrimination, a booklet of ten, real-life examples of age discrimination.

In their own words, older people describe how the health service, social care system and financial sector have failed them because of their age. The charity is also launching a viral email, encouraging members of the public to email Harriet Harman, Minister for Equalities, demanding an end to discrimination against older people.

For more information about the Help the Aged 'Just Equal Treatment' campaign please visit www.helptheaged.org.uk/justequaltreatment.

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