It seems that there is a continuing battle between the government, and holiday firms when it comes to the issue of term time holidays. It must also be noted that fines for taking children out of school for term time holidays are also objected to by a large amount of teachers, perhaps because they are closer to individuals whose parents cannot afford school break price hikes, and as such don’t get much of a holiday at all, unless they do so in term time when they can afford it.
The latest incident is the Advertising Standards Authority’s (ASA) insistence on the removal of a TV advert by Centre Parcs, which it is claimed encourages people to take their children on holiday during term time.
The complaint was that the advert depicted families with children having fun, whereas the midweek break offer was only available during term time when children should legally be at school. The ASA decided that it was primarily targeted at families, and as such was a form of encouragement, and should therefore be removed.
Most complaints against major companies are dealt with by a brief slap on the wrist, and subsequent removal of the offending advert, followed by a ‘don’t do it again’. There is usually an ‘honestly guv, we didn’t mean to cause offense’ on the behalf of the perpetrator, and everything goes back to normal.
The Centre Parc defense that it is “up to parents to exercise judgement regarding their children” does however appear to be a bit of a rebuttal (more). A common response to an advertising complaint is basically “Ok, we might have been a bit cheeky, we won’t do it again” – such is the world of advertising, advertisers continually push to see what they can get away with. However, for Centre Parcs to even suggest that it is up to the parent (right or wrong), is in contravention of current government policy when it comes to term time absences. In short, no-one gets to take a holiday during term time, absence is only acceptable due to illness or other extenuating circumstances.
They appear to making a point here in support of what is as yet not an officially integrated campaign, but a clamoring of voices where the message is a clear, ‘let the kids go on holiday in term time’, for both the benefit of the children themselves, and the coffers of the holiday parks.
This is an issue which is unlikely to go away soon, please let us know what you think about term time breaks by leaving a comment below.
By: Gareth Whieldon
