Is this not discrimination?!

[SnugglyJumpersMakeItBetter]

A job advertised as specifically seeking candidates 'From Northen England' posessing 'A warm and friendly nature, typifying the welcoming and down-to-earth personality associated with Northern England.'

The requirement that they be 'Northen' is repeated several times within the advertisment. It's not a job as an actor or something where the accent might matter! It surely isn't legal to discriminate like this is it?!

What protected characteristic is being discriminated against?

What’s the job?

there are exceptions for models, actors, also race specific eg a Chinese person for a Chinese restaurant

This.

Northern isn’t a race.

They can't specify the person is from England at all. That would go against the protected characteristic of Race & Ethnicity. (Eg they wouldn't give the job to a Scottish or Welsh person)

Maybe they are from north and want kids to not lose accent/connection?

Welsh and Scottish aren’t races or ethnic groups.

And there are plenty of adverts this side of the border asking for Welsh speakers.

We don't specify a Welsh person but I've seen posts where you must speak Welsh in the mother tongue. So no school learners then.

Both however are covered under the equality act.

Though it can be a genuine occupational requirement (hence the language ones)

Welsh and Scottish are ethnic groups.

No, they are not allowed to word it this way.

They can mention that the candidate needs to live within a specific area of the North due to business needs/to be able to commute to the office.

But they can't exclude candidates simply based on where they are from/their background.

I am surprised anyone would be daft enough to work a job ad in this way in 2025.