ADULTS should intervene if they see children being bullied, according to Hugh Henry, the education minister.
Mr Henry said it was vital that parents, neighbours and other grown-ups did not "turn a blind eye" if they witnessed one child attacking another.
He made his comments at the launch of an anti-bullying service backed by the Scottish Executive.
The Respectme service is made up of the Scottish Association for Mental Health and Lesbian Gay Bisexual and Transgender Youth Scotland and will, for the first time, target bullying both inside and outside the school gates.
Mr Henry said bullying was "always unacceptable" and that it was up to everyone in society to do what they could to stamp it out.
He said: "I think adults need to step in to stop bullying whenever they see examples of it, or to report it to the parents or to the school.
"Don't turn a blind eye. We all have a responsibility. If a child is being bullied or is being hurt, for God's sake don't turn your back on the child, do something about it."
Mr Henry said he was particularly concerned about the rise of so-called cyber-bullying, when young people are picked on via text message or e-mail.
The Executive will provide Respectme with £350,000 in each of the next three years.
The body will work with children's organisations to help them develop strategies to combat bullying.
It will also provide training and carry out a national assessment of anti-bullying resources.
Brian Donnelly, the director of Respectme, said: "It's every child's right not to be bullied, and our vision is of a society where children can live free from bullying and harassment."