The DTI has grabbed the initiative following the introduction last month of new laws on age discrimination.
Amazon MD Louise Morriss said the agency will aim to ‘generate debate' around age, as well as address the notion that age discrimination is only a concern for older people.
‘Ageism in the workplace should be just as unacceptable as sexism or racism. It is estimated that two-thirds of workers have been aware of ageist behaviour,' she said.
The campaign, targeting consumer and lifestyle media, will run until March next year. Amazon is also planning research to determine the most ageist sectors.
The new law came into effect in October, and concerns recruitment, promotion and training of staff. It also bans ‘unjustified' enforced retirement for the under-65s. The rules have caused some confusion, with words such as ‘experience' and ‘energetic' frowned upon in recruitment ads.
Firms such as Asda have a history of employing older people and were instrumental in calling for an end to
enforced retirement at 65.
Amazon won the brief after a four-way pitch. Fees are undisclosed.