Public opinion in relation to people of the “third age” is a mirror reflecting the position of this group in the society. The growing share of representatives of the older generation in the population structure, the difficulties of implementing the pension reform make it necessary to form a positive public opinion regarding the social community of people of the “third age”. The purpose of the article was to analyse the social technologies used by the authorities of the Sverdlovsk region to form public opinion regarding people of the “third age”. The article is based on the materials of a sociological study carried out in the spring of 2021. The method of analy­sing documents and content of the website of the Ministry of Social Policy of the Sverdlovsk Region, as well as the method of secondary analysis of data from sociological studies on public opinion in relation to people of the “third age” was used.