I'll cavet my post from the outset saying I'm attendance and safeguarding lead in a deprived area, inner city secondary school with a high proportion of high needs families who largely do not place any/much value on education. Attendance improvement is tough.
i am right in thinking this is really wrong and overstepping.
Not really. But it may be you are coming from a place if privilege.
If you're a parent who has decent aspirations for your child - wants your child to achieve good GCSE grades, go to uni, and/or get a stable job, succeed in life, have solid friendships, be able to overcome adversity, step up to challenges etc... then it probably is overstepping.
This sort of parent would generally prioritise getting their child to school as much as they can. Whilst recognising it might not be expected attendance they'd worry as parents about their child's outcomes being lowered if they were missing a lot of school. This sort of parent is scrambling for support and help from school to minimise disadvantage and lower outcomes for their child.
That is privilege speaking tho.
What this school's response is targeting is other sorts of families, not parents I've just described.
Too many families will keep their children off for things that are minor, or easy to manage in school. Most of the families that I work with do this because no one in their home (for several generations) value school. These are not parents who are concerned about their child having lowered outcomes, because they expect their child to have low outcomes. Like they did.
Many schools who work outside of privilege have to try to to raise these low expectations. Attending school is the first step in doing that.
So having to re-teach these families what high expectations and aspiration looks like is part of this.