The current situation in the EU is defined by low economic growth, ongoing debt crisis corresponding with problematic budget deficits, wage stagnation and high unemployment accompanied with ageing population trend. In this context, the search for new factors of growth gains importance and it is based on the effects of the so-called „Silver Economy“. The “Silver Economy” can be defined as the economic opportunities arising from public and consumer expenditure related to ageing population and the specific needs of the population over 50. It comprises a large part of the general consumer economy, Potential of the Silver Economy in an Ageing Europe dealing with an Ongoing Debt Crisis and Problems in the Labour Market - Viliam Páleník et al. od authora Viliam Páleník et al. a nakladatelství za skvělé ceny na e-shopu Martinus. cz.