The new age discrimination laws, in the UK, to be introduced in October don't cover goods and services, they cover employment and education.
There are many examples where older people are discriminated against when dealing with goods and services, normally related to health and insurance products. On the positive side they are positively discriminated against in some other services like car insurance, where one could also say young people are discriminated against. None of this is illegal, nor should it be.
My organisation looked at this new law, even though we are not bound by it, because we discriminate against certain age groups. We do not, generally, employ people under 30 years old (for K jobs, tech and admin) and 35 (for CD jobs, management) If we were bound by this law we would be prosecuted for age discrimination.