That is the crux and it is routinely inverted in the marketing.
The reasoning goes: telomeres shorten with age, short telomeres are associated with cellular senescence, therefore lengthening them reverses ageing. Each step is a real observation and the conclusion does not follow.
Telomere shortening is a limit on how many times a cell can divide. That limit is a tumour suppression mechanism. It is one of the things standing between a cell that has acquired damage and a cell that divides without end. The large majority of human cancers reactivate telomerase precisely in order to get past it.
So "increase telomerase activity" is not an unambiguous anti-ageing intervention. It is removing a brake, and the brake is there for a reason. Anyone in the field treats deliberate telomerase activation as a thing requiring care, and the supplement framing treats it as an obvious win.