Schools are demanding pupils wear too many branded uniform items, driving up costs for families and flying in the face of statutory guidance.

A study involving 2,000 parents and carers found that on average primary school uniforms are costing families £287 per-pupil, per-year. The high costs are blamed on uniform policies, which the survey found are demanding an average of three branded items, with 29% of the respondents saying they are expected to buy four or five branded items.

Statutory guidance introduced in September 2022 ordered schools to keep branded uniform items “to a minimum”, limiting their use to “low-cost or long-lasting items” (DfE, 2021). Second-hand uniform items must also be made available and high street items must be allowed, while schools should avoid single supplier contracts.

The guidance was designed to bring down uniform costs for families and it said that all schools should review and update their uniform policies to ensure compliance.

However, the new research, which has been published by The Children’s Society, found that 45% of the parents and carers responding said their school’s policy had not been updated, while a further 27% were unsure about the status of their school’s policy.

Only 30% of the parents reported that an up-to-date policy was available on the school website and only 24% believed their school uniform policy had reduced the number of branded items.

The poll revealed that uniform costs for secondary school parents are even higher, reaching an average of £422 a year.

The new poll cannot be directly compared to previous research findings. But in 2015, a study commissioned by the Department for Education (DfE) found that the average total cost of school uniform for the 2014/15 school year was £213. For primary schools it was £192 for boys and £201 for girls and for secondary schools it was £231 for boys and £240 for girls.

The statutory guidance also urges schools to adopt a flexible approach with families who are struggling to afford uniform. However, the latest survey reveals stories of detentions and even exclusions for uniform policy breaches. In total, 22% of the respondents said their child had been given a detention for breaching uniform policy due to not being able to afford the correct items.

One mother whose child was given a detention said: "I can't afford to buy a school jumper at the moment. The cost of living has gone up, and I am having to prioritise heating the house and putting food on the table. There is no extra money."

The child added: "I got a detention for wearing this jumper under my blazer. It is the right colour, but it doesn't have the badge. I was wearing the jumper because it had been cold."

The Children’s Society alongside Children North East and Child Action Poverty Group has developed practical advice and resources to help schools navigate the statutory guidance, drawing on evidence from the UK Cost of the School Day project and their poverty-proofing work in schools (see below).

The new guidance was introduced after a Private Members’ Bill by Mike Amesbury MP was given cross-party support in 2021.

Speaking this week, Mr Amesbury MP said: “It appears that the rules on branded items aren’t clear enough so can be interpreted differently by schools, or the message isn’t getting through so I would urge the Department for Education to do more so schools make these important changes.”

Mark Russell, chief executive of the Children's Society, said he was dismayed by the findings: “It's alarming that parents are still forced to spend exorbitant amounts on school uniforms. With inflation and the cost of living eating into family budgets, we are disappointed that the affordability of school uniforms remains a significant financial burden for many families."

The charity is urging parents to complain to their schools if they feel the cost of uniform is too high. The statutory guidance says that parents “should be able to lodge their complaints or objections easily”, adding: “We expect the governing board to consult and work closely with parents to arrive at a mutually acceptable outcome.”