The government has bowed to pressure from the likes of Help the Aged and promised to ban age discrimination in the provision of goods and services, in a forthcoming Equality Bill.
This could have significant implications for social care and mental health, where it has long been assumed that services for older people receive less funding and have lower aspirations for people - in terms of independence and quality of life - than those for younger adults.
And it's not just the charities claiming this. In in a press conference recently, John Dixon, the president of the Association of Directors of Adult Social Services, admitted that social care had a long history of ageism.
Do people think this remains a big problem?