Ageism has gained growing attention in Sweden the last decade. Age is even discussed to be included in the discrimination legislation. Still, the concept has not been of much sociological interest. This article is an overview of the concept ageism and how it has been discussed in social gerontology. In the article it is argued that the overall focus has been on overtly expressions such as stereotypes and discriminating behavior while underlying structures and processes of power and power relations have not got enough attention. As a result the concept of ageism has become limited as an analytical tool. Thus, in order to develop the potential of the concept it seems crucial to explicate and theorise power relations. To accomplish this goal, i.e. to focus on how age based power relations are negotiated, challenged and reproduced in processes and institutionalised practise it is suggested that ageism might have to be complemented with other concepts, such as age coding.