This article considers changing perceptions of adult ageing and their interpretation in social policy. Once wider international trends are outlined, Australian policy is used as a case example. It is argued that a mismatch between policy initiatives and personal change is a new social risk associated with demographic and socio-cultural development, having implications for the way in which social ageism and age discrimination should be considered. The article concludes with a consideration of new directions that a critical, life course sensitised approach to social policy might take.