J.C. Penney under fire for 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.

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