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Europe is expecting a global ageing process, which will increase risks in terms of disease and dependence. To cope with these issues, policy makers encourage the development of innovations in terms of products and services: the silver economy. This paper aims to discuss the structuring of this new market and the role played by technologies. The paper studies a French case as it allows evaluation of a public policy. We then confront this empirical analysis with the Régulation theory to explore the institutional arrangements that allow the unity of the silver economy. This new market is thus constructed on economic promises. Technological innovations are presented as a major solution to many problems. As a result, We find that technological innovations play only a minor role in the silver economy at the moment. However, they reinforce the attractiveness, the legitimacy, and the credibility of the promises and its marketing and organizational innovations.JEL Codes: O3, B52