What is Advocacy? Advocacy schemes and advocates must be free from conflicts of interest to ensure that the voice of the older person is heard. An advocacy scheme should be independent of the organisational imperatives of service providers. An advocate should be loyal to the older person alone. Inclusion Advocacy must be accessible to otherwise excluded older people, including those who are disabled as well as older people from black and minority ethnic groups. Older people should also be included in the management and running of advocacy schemes themselves. Empowerment Advocacy is about the older person taking control and redressing the balance of power in relation to professionals and other parties, as well as exercising rights and interests. The advocate should enable the older people to speak up for themselves wherever possible.