An advertisement for a website called 2old.co.uk appeared in the September 2009 edition of The Frome Valley & Isle of Purbeck Gazette. The advertisement was published in the form of an article entitled: ‘Bringing Maturity To The Workplace’. The article claims that “2old.co.uk brings together the local employer and the mature job seeker”. It goes on to make the extraordinary claim that mature job seekers are willing to work for less.

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