Robbie Williams criticised after punching pensioner in music video - Telegraph.co.uk

But Dot Gibson, NPC general secretary said: ''Celebrities should think twice before making ageist comments which seem to imply that pensioners should be treated in a degrading way.

''Elder abuse is a serious issue and needs to be tackled rather than seen as a bit of a joke. We need to be uniting the generations, not suggesting that they are different. Pensioners are just young people who grew older.''

Neil Duncan-Jordan, National Officer of the organisation, said: ''A number of our members have complained to us about the comment, hence our decision to respond. The remark has to be taken in the context of where we are today, with the almost weekly reports of elder abuse.

''There are certain things now which are so important and have ridden up the political agenda, and this needs to be taken seriously. It's all about the context in which it was used; the phrase was probably ironic, but it just gives the wrong impression that animals are to be treated with greater respect than older people.''

A representative for Williams denied the singer encouraged violence against the elderly, saying: ''Robbie Williams does not condone violence in any way; the plot for this particular video did involve some aggressive scenes but they in no way reflect his views on violence in real life.

''He was playing a particular role in the video.''

Television regulatory body Ofcom said it had received one complaint over the on air comments.

Radio 1 breakfast show host Nick Grimshaw defended failing to put Williams' chart-topping track Candy on its playlist, saying Williams does not appeal to his audience.

Despite selling more than 130,000 copies of the track last week, the song is getting little play on the station, after programme chiefs decided the song was not appropriate for the target audience of 15 to 29-year-olds.

Grimshaw told 5 News today: ''I don't know if he's now for a Radio 1 audience.

''To 13 and 14-year-olds he's not relevant - they've got One Direction. I liked Take That when I was little but I'm not little anymore.''

A BBC Spokeswoman said: "Robbie was a wonderful guest on this week's show and this comment was clearly a joke.

"Fans of The Graham Norton Show know, understand and expect this irreverent type of banter amongst the guests. No offence was intended."