Some parents are angry that hundreds of schools across the province have signed on with a high-minded initiative that happens to have a commercial aspect.
Nearly 600 schools are participating in the Donnez au Suivant program, a pay-it-forward style initiaitve that encourages kids to do good deeds.
The in-school campaign is tied in to the popular French-language TV show of the same name and the material sent home to a quarter million school children makes that clear.
Some parents tell La Presse that the program amounts to marketing to kids, which is outlawed in Quebec.
Others are unhappy that the schools which do the most bragging on social media about the good deeds done by their students are promised publicity on the show, which turns good works into a competition. .