J.C. Penney under fire for back-to-school television ad

FILE - In this Tuesday, June 19, 2012 file photo, shoppers walk in a J.C. Penney story in Plano, Texas. J.C. Penney Co. reported a bigger-than-expected loss in the third quarter on plummeting sales as customers continue to reject its move get rid of blockbuster sales in favor of everyday low pricing, according to reports Friday, Nov. 9, 2012. (AP Photo/LM Otero)

August 13, 2013 2:06:26 PM PDT
J.C. Penney is under fire for a back-to-school television ad.

The ad features a voice-over from a mother saying a son's clothes could make or break him for the entire year.

Then, it shows the student sitting alone at a lunch table.

Some parents say the spot promotes bullying and puts pressure on cash-strapped parents.

J.C. Penney responded by saying the ad wasn't intended to trivialize or promote bullying.

The ad is no longer part of its current TV campaign.