Social media marketing is more prevalent than ever before, and Individual-based Marketing online, Cookies and various advertisements are becoming a part of daily life for many. At the same time the elderly population is ever increasing. The elderly are also one of the most misrepresented groups in our current society, it is an extremely generalised group, where market research is not often prevalent. This study therefore aims to increase understanding of how elderly view and interact with online Individual-based Marketing on Facebook, and what implications the answer to this question may bring for the future of marketing. The aim is answered by using literature reviews of past research, various theories, as well as a qualitative study. The qualitative study consists of semi structured interviews with stimuli. Ten Swedish pensioners were interviewed, and this resulted in a large variety of answers. The results conveyed that elderly are not homogenous in their view and use of social media, as well as most Individual-based Marketing, in this case on Facebook, were not well fitted to their interests, resulting in a need to improve segmentation in various ways.  Some of the elderly also had a difficult time understanding and trusting technology, such as clicking on advertisements, what they viewed to be trustworthy and what not. However, others seemed to have no issues regarding online behaviour as well as marketing, which further proves that pensioners are not a homogeneous group and that this needs to be understood to improve targeted marketing and segmentation.  Further research suggestions within the topic are to study different income classes, as well as a larger variety of elderly, from various communities. It could also be interesting to study elderly’s source criticism and how that affects their Cookies acceptance and further Individual-based Marketing.