PARENTS have been left fuming after their kids' headteacher demanded they put phones away at pick-up time.
Andrew Best, headmaster at Pashley Down Infant School, launched the bizarre policy parents have slammed as "none of his business".
The plea was met with mixed emotions from parents as some were furious at the new rule.
One mother who supports the recent crackdown on phone use explained how she uses the time waiting outside the school gates to catch up on her phone and manage her busy life.
Another parent slammed the headteacher and noted that "outside of the school premises has nothing to do with him".
Are there illegal baby names? Surprising monikers that are BANNED in other countries, from Sarah to Thomas
And a third added that the school couldn't "dictate if they [parents] choose to ignore" the ban.
Andrew reiterated his plea last week which was met with positive reviews, he claimed.
The headteacher added: "I've also seen less out at pick-up time and more conversations taking place with your children, which is fantastic."
The idea was introduced to combat what he sees as a disappointing shift in wider society.
Schools have seen an increase in children who struggle with speech and vocabulary, he added.
Research suggests that parents' smartphones can negatively impact a child's emotional intelligence and development.
Robin Nabi, a professor at UC Santa Barbara, explained when parents use their phones their kids associate their blank looks with depression.
"Where their eyes are sends a message to their children about what's important," the expert added.
In an interview with BBC Radio Sussex, one positive parent claimed it was important for the children to see smiley faces from their "mummies and daddies" when getting picked up from school.
Many have voiced their support for the ban, praising the school for its proactive approach.
I'm scared I've ruined my daughter's life because of her name
Taking to Facebook one user said: "Yes absolutely right Head Teacher.
"The parents should be focussing on their children for goodness sake."
"Love this," another parent commented.
A third wrote: "Totally agree."
It comes after a report revealed schools are having to deal with children who are not toilet trained and can't communicate.
And a teacher had been banned after calling a primary school pupil "a bit of a "t***".