Our second SAACY Policy Report, Shifting Representations of Ageing in Advertising, the Media, and the Creative Industries, is published! We identify opportunity for media content to be more intergenerational, and for it to be developed by age-diverse teams, and we list systemic opportunities for change, drawing upon regulation, funding, data and education-based strategies. The report was launched in the House of Lords on 13 May 2025, hosted by The Rt Hon. The Lord Foulkes of Cumnock, co-chair of the APPG for Ageing and Older People.