A formal complaint was laid against Africa News Network 7 for its "discriminatory" billboard on the N1 near Sandton, according to a report on Wednesday.
The South African Older Persons Forum lodged a complaint with the South African Human Rights Commission and the Advertising Standards Authority, saying that the billboard "humiliated" old people.
"Do we old people not have a hard enough time already in our country?" asked national co-ordinator, Roedolf Kay, according to Beeld.
"The [forum] insists that all humiliating advertising material be removed immediately and that apologies be made to all older people in South Africa," he added.
The giant billboard depicts an elderly man and the words: "We are not old farts. Nah, not even our presenters".
The forum said that the advert was "abuse of the elderly" in terms of the Older Persons Act of 2006.
ANN7 is a new 24-hour news channel that launched in South Africa last week
Based in Johannesburg and employing more than 75 journalists, the channel is owned by the wealthy Gupta family who moved to South Africa from India.