A ski chalet operator is offering to pay fines of up to £700 to parents who take their children out of school for one of its term-time holidays.
The operator, MountainBase, is advertising its skiing breaks to Morzine in the French Alps and claims that parents had been trapped by a UK law changed to address truancy.
Since September 2013, schools are no longer allowed to let children have 10 days a year leave for family breaks. Since then there has been a 70% increase in the number of parents issued with fines for taking their children out of school for holidays.
Fines are a maximum of £60 per pupil per parent, rising to £120 if not paid within seven days. Refusal to pay can lead to a fine of up to £2,500 and a three-year prison sentence.
Interesting (and expensive) approach: Would you be willing to pay up to get families to your destination in term time?