Jesmond Central: Fury as Christmas display uses real reindeer in Newcastle shopping centre

Aussies have been left outraged after a shopping centre Christmas display featured a live reindeer enclosure.

The “Reindeer Cheer” experience was advertised by Newcastle’s Jesmond Central on Facebook, encouraging locals to bring their kids to meet “Santa’s real-life reindeer crew” on November 18 and 19.

“Come and join us for this FREE event and take a photo with the reindeer crew,” the shopping centre wrote.

The post was met with an onslaught of comments from people concerned about the reindeer.

“This is cruel! They do not deserve to be in a shopping centre and have people constantly in their face! Poor things,” one user commented.

“Putrid to do this to animals! If you wanna see a reindeer, google it!! Jesmond Central Do better!!” another wrote.

Newcastle’s Dog Rescue centre also chimed in.

“This is not an acceptable standard of care, nor is it compliant with the NSW Prevention of Cruelty to Animals Act,” they wrote.

“Using live animals as a Christmas display is not only outdated. It is dangerous, negligent, and completely irresponsible under these conditions.”

Since then, Jesmond Central posted an update in the comment section of the original post.

“Thank you for sharing your concerns regarding the reindeer at Jesmond Central. Our priority is to ensure a safe and enjoyable experience for all customers,” the shopping centre said.

“The Department of Primary Industries and Regional Development NSW, in accordance with the Exhibited Animals Protection Act 1986 and Regulation 2021, is the governing authority for these activities.

“Our provider holds the necessary and current accreditation and licensing, which includes strict conditions covering feeding, housing, veterinary care, inspections, and overall welfare.

“We do however understand some people may feel differently even when activities meet legal and welfare standards, and we respect those views.”

There were plans for the reindeer experience to return in December, but Jesmond Central has since announced its cancellation.

“After hearing the feedback from our community, the reindeer will not be returning. This choice reflects our commitment to creating experiences that everyone can feel good about, while continuing to meet the highest standards,” Jesmond Central wrote.

Social media users expressed different views about the level of care the reindeers were experiencing.

One user said the reindeers were “well cared for”, “definitely not drugged” and only with the public for an hour at a time, twice a day.

Another commenter said the whole practice was unacceptable.

“Completely unnecessary. Stop using animals for publicity and profit,” they wrote.

The Nightly has contacted Jesmond Central for comment.