Bradford businesses are preparing for the introduction of new age discrimination regulations which come into effect in less than two weeks.

From October 1, the Employment Equality (Age) Regulations will ban age discrimination against both younger and older members of the workforce.

This will mean firms will no longer be able to advertise for "dynamic young graduates" or "mature personal assistants".

And, like racial and sexual discrimination laws, the regulations will apply to anyone - regardless of whether they are employed by a company.

This means that if someone is interviewed for a job and feels they have been discriminated against because of their age, they will be able to go to an employment tribunal.

The move has caused widespread consternation among some sections of the Bradford business community.

A report this week by the Recruitment and Employment Confederation (REC) claimed that 76 per cent of clients were unaware of the new regulations.

And Mike Cartwright, policy and representation executive at Bradford Chamber, questioned how effective the new rulings would prove to be.

"Some of the scare stories going around about increased litigation prospects for companies are enough to make managers shut up shop and go home," he said.

"A so-called clear-out of older staff to pre-empt any problems, or the possibility that three-quarters of legal firms need to revise employment policies, are two worrying stories.

"Some of the requirements of the law are clearer than others and it is evident that use of language - written and oral - at work needs to be carefully reviewed.

"It is unclear whether or not this law is necessary, as companies need to recruit and retain the best person for the job, no matter what age they are. It is another example of companies being battered by bureaucracy."

Steven Street, at Relay Recruitment, one of Bradford's leading recruitment agencies, said they had taken on a specialist in age discrimination law to make sure clients were not caught out.

"There is a lot of potential for people to get their adverts wrong, particularly among smaller businesses," he said.

e-mail: mark.casci@bradford.newsquest.co.uk