Increasing longevity in Europe should be a cause for celebration. However, demographic ageing creates challenges. Over the last 10 years the leading policy response to these challenges has been "active ageing". Despite much positive political rhetoric, it is evident that there is considerable uncertainty about what this means in practice. Also it often serves as a convenient term for a range of policies which affect men and women differently. This article argues that an active ageing strategy can provide a basis for countries to respond to the challenges presented by an ageing population. However, this strategy must reflect the need for a partnership between citizens and society and be comprehensive, noncoercive, and inclusive in its approach. In particular, it needs to acknowledge the gendered nature of ageing and previous life course events and emphasise well-being rather than just the production of resources and services. Finally, it contends that the designation of 2012 as the European year of active ageing provided the context for a renewed focus on active ageing policy in the European Union, an opportunity which should be embraced urgently.
Keywords: Active ageing; Employment; Gender; Health; Pensions; Volunteering.