JCPenney under fire for its back-to-school TV advertisement

CREATED Aug 14, 2013

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Plano, TX (KTNV) -- JCPenney is under fire for a back-to-school television advertisement.

The ad features a voice-over from a mother saying a son's clothes could "make or break" him for the entire year. The ad then shows the student sitting alone at a lunch table.

Some parents said the spot promotes bullying and puts pressure on cash-strapped parents to buy the latest clothes.

The criticism comes after the company is already struggling.

Sales are down and the company is looking for a new CEO.

JCPenney announced the ad in question is no longer part of its current TV campaign.

The company said its ad was not intended to trivialize or promote bullying.