When the £9m Choice Advice scheme launched in 2006, schools minister Jim Knight claimed it would redress the balance between middle-class parents who actively seek information on schools, and disadvantaged parents who have difficulty engaging with the admissions system.
But a study of the scheme's first year found it was used mainly by middle-class parents. The evaluation said the service was often promoted to all parents through open evenings and school application packs, but attracted few parents from target groups.
Workers at Choice Advice also reported that the word "choice" attracted parents from non-target groups because it gave the illusion that the service would help them get their child into the school of their choice.
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