James Jordan has revealed he "strongly" believes his daughter Ella should hit bullies back if she's hit first.
The former Strictly Come Dancing professional, 44, has said he "doesn't care" what the backlash on his view may be as she said, "no one can tell me how to bring up my child".
James, 44, shares his two-year-old daughter Ella with his fellow former Strictly professional dander wife Ola, 40.
The outspoken star has been known to share divisive views in the past – and has now risked dividing parents with his latest revelation.
James revealed he came to the decision after he and wife Ola, who recently lost weight together, took their daughter to soft play.
In his Hello! magazine column, James explained Ella was playing with a large soft block when a little boy, who James said was "probably a couple years older" than Ella, "came and took it out of her hands".
The dad explained how he urged her to go and get the toy back, which the tot did and the boy retaliated as he "smacked her straight in the face" and "kept going for her".
James said two mums close by told the boy to stop and the dancer called out an, "Oi" before the boy ran to his mum.
James the spoke to his daughter Ella, who was left crying after the incident. He recalled: "I said to her, 'Listen, it was really naughty that that boy hit. We never ever hit, ever... But', I said, 'If someone hits you, you hit them back'."
He added how he believes "strongly" in the principle and said "it's the only way you stand up to bullies".
James said: "I'm against physical violence – I would never hit anyone. I'd never be the first person to hit someone. But if someone hits me… be prepared, you're going to get one straight back."
The TV star's wife, who also contributed to the column said she was "cringing" when James told Ella his new rule as there were other mums listening. Ola felt conflicted as she said it is "wrong" to tell their daughter to hit back, but added that she wants her daughter to "stand up to herself".
Elsewhere in the column, James insisted he won't let anyone tell him any different.
He said: "I don't really care what the backlash is to my view, because that's what I'm going to do and no one can tell me how to bring up my child. I'm sure there will be all those woke people saying I can't do that, but I can."
While Ola added: "If you're bullied, you need to protect yourself."
James' views have received mixed reactions online.
One wrote: "Hi Both, I read your controversial column and completely understand you being incensed at the situation. And yes your natural instinct is to hit back But my advice to children would be WALK AWAY FROM THE SITUATION".
Another urged: "Same! but use your "words" first before physical defense....if that doesn't work, Mom will be in your corner should SHTF."
But one person agreed with James as they wrote: "And no one will push her over xxx stand up for your girl super daddy daughter photo".
