Don't promote record, our era (10)
I believe the answer is:
discourage
'don't promote' is the definition.
'record our era' is the wordplay.
'record' becomes 'disc' (eg a CD, compact disc).
'era' becomes 'age' (both can mean a long period of time).
'disc'+'our'+'age'='DISCOURAGE'
(Other definitions for discourage that I've seen before include "Talk out of" , "Put off" , "Try to stop" , "Cause loss of enthusiasm in (someone)" , "Deter; dishearten" .)