Three studies examined whether younger and older adults better recall information associated with their own than information related to another age group. All studies compared young and older adults with respect to incidental memory for previously presented stimuli (Studies 1 and 2: everyday objects; Study 3: vacation advertisements) that had been randomly paired with an age-related cue (e.g., photo of a young or an old person; the word "young" or "old"). All three studies found the expected interaction of participants' age and age-associated information. Studies 1 and 2 showed that the memory bias for information arbitrarily associated with one's own as compared to another age group was significant for older adults only. However, when age-relevance was introduced in a context of equal importance to younger and older adults (information about vacations paired either with pictures of young or older adults), the memory bias for one's own age group was clearly present for both younger and older adults (Study 3).