An ad by Dutch holiday park operatives Center Parcs has been deemed irresponsible by the Advertising Standards Authority (ASA) who say it would encourage parents to take their children out of school during term-time and risk a fine.

The TV ad showed parents enjoying themselves with their school-age children in some of the group’s five UK forest locations, but made it clear that the offer made to them was not available during school holidays or weekends, when Center Parcs prices rise steeply.

The ASA has forbidden Center Parcs to run the ad again.