Pub chain Hungry Horse has been censured for sending home details of a cut-price promotion in the school bags of hundreds of children.
A pub in the national chain, which is owned by Greene King, is understood to have paid a Northampton primary school a fee to put the leaflets in the bags.
Schools across the country use the tactic of effectively selling access to children and their families through school bags in order to make up a black hole in their budgets.
In most cases, local businesses, everything from locksmiths to cafes and hairdressers, will pay £50 to put flyers in school bags.
A Hungry Horse pub is understood to have paid a Northampton primary school a fee to put protional leaflets in student's school bags
However, Hungry Horse got into trouble because its flyers were, according to watchdogs, promoting alcohol to youngsters.
The Advertising Standards Authority (ASA) has upheld a complaint from a parent at the school, which has not been identified, who argued the flyer was irresponsible because it was directed at children.
The leaflet promoted a special offer for the re-opening of a pub at Sixfields, Northampton. The front