AN advert for Center Parcs resorts has been banned for "irresponsibly" encouraging parents to take their children on holiday during term time.

The TV ad promoting four-night midweek breaks showed families with school-aged children taking part in various activities, with small print stating that the offer "excludes school holidays".

Two viewers complained that the ad was irresponsible because it encouraged parents to take their children out of school during term time.

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The advertising clearance service Clearcast said the issue of taking children out of school during term time was the responsibility of parents. The Advertising Standards Authority (ASA) noted that many of the scenes in the ad featured families with school-aged children.

It said: "We considered the emphasis of the ad was on a family break and that the overall impression was that families could take advantage of the advertised offer, which was not available at weekends or during school holidays. Because the ad had focused on a family break to promote an offer which was available only during term time, we concluded it irresponsibly encouraged parents to take their children out of school."

The ASA ruled the advertisement must not appear again in its current form.

A Center Parcs spokesman said: "We do not believe the ad encourages parents to take their children out of school and it is very clear that the price displayed excludes school holidays."