It is unlawful to publish an advertisement indicating that a person intends to discriminate. For example, a job advertisement seeking a ‘fresh-faced Gen Z to work in sales’ would be unlawful because it advertises an intention to discriminate in the area of work on the ground of age. If an employer or trader can explain why they need to be able to employ a person of a particular age, race, sex, or other feature, then they will need to apply for an exemption order. See Exemptions from discrimination laws for more information.