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In the US legislation prohibits discrimination against related marketing anyone over 40 and British firms will soon be subject to similar rules when the EU Employment Directive, due to be adopted in December 2006, will make it unlawful related marketing for employers to discriminate on grounds of age. After that, phrases such as "experienced", "graduate" or "mature" in recruitment ads could be described related marketing as discriminatory and breach the legislation. CIPD diversity adviser Dianah Worman says that age discimination can actually cost businesses in the long run. "The business case for employing older workers seems more compelling as they are more likely to stay in their jobs for longer - the cost of replacing staff is more than £3,500 on average," she says. Judging people by their age, the CIPD claims, creates problems in the labour market and effectively blinds organisations to obvious sources of talent.
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