Images and visual content policy

Images should help a reader understand the subject or feel represented; they are not decoration added to fill space. We avoid imagery that presents later life only through frailty, loneliness, passive care or medical settings.

People are shown with agency, ordinary interests and varied relationships. Decorative images use empty alternative text. Informative images need concise alternative text that communicates the same useful meaning. We do not use an image to imply that a depicted person endorses the site or received a particular service.

AI-generated or commissioned illustrations are checked for misleading details, stereotypes and accessibility before publication. A visual must never be used as evidence for a health, product or service claim. The yellow duck illustrations in the header and 404 page are AI-generated.