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Is a council justified in telling parents 'not to be mugs' and make sure they don't take their children out of school in term time?
Many, including a mother of three, think East Sussex County Council is being patronising, to say the least.
The words are used in a high-profile campaign aimed at improving poor school attendance in the county. But critics say it's ill conceived and short-sighted.
Our reporter Andy Dickenson has been looking at both sides of the argument and speaks to mother Lara Stutchbury and Nathan Caine from the council.
Latest ITV News reports
A mother from Sussex has called for 'patronising' adverts warning parents not to let their children miss school in term time to be scrapped.