A Christmas promotion featuring live reindeer at a Newcastle shopping centre has ignited community outrage and allegations of animal cruelty, forcing management to cancel the controversial display.
Community Backlash Over Live Animal Display
The festive event at Jesmond Central shopping centre turned contentious this week when two reindeer were displayed in the centre court as part of a Christmas attraction. The promotion, which ran on Tuesday and Wednesday from 11am to 12.30pm and 3.30pm to 5pm, promised children the chance to meet "real-life reindeer" without "booking flights to the North Pole".
However, animal welfare advocate Amie Darwen quickly raised serious concerns about the treatment of the animals. "To me it's animal cruelty. I'm not OK with it," Ms Darwen told the Newcastle Herald.
She observed multiple welfare issues during the display periods. "They were there twice a day for an hour and a half at a time. There were people touching them and their antlers. They had no food or water," she alleged.
Disturbing Observations and Allegations
Ms Darwen expressed particular concern about the reindeer being dressed in Christmas costumes and used as photo opportunities for families. "That's not OK," she said, adding that "there's nothing magical about this" when animals appear to be suffering.
Her observations included troubling behaviour from the reindeer. "I have videos of them and they don't look like normal animals. One of them couldn't lift its head up. I believe they've been sedated. These are wild animals that should be moving around," she claimed.
Additional concerns emerged about the animals' physical condition. "One of them had a sore foot. It was holding its leg up," Ms Darwen said, noting she had been told "one deer slipped over on the tiles walking in".
Shopping Centre Response and Industry Impact
Facing mounting complaints, Jesmond Central management issued a statement defending their actions while announcing the reindeer would not return. "Our priority is to ensure a safe and enjoyable experience for all customers," the centre stated.
The shopping centre emphasised that the display operated "in accordance with the Exhibited Animals Protection Act and Regulation" and that their provider held "the necessary and current accreditation and licensing" covering animal welfare standards.
However, acknowledging community sentiment, the centre confirmed: "After hearing the feedback from our community, the reindeer will not be returning."
The controversy has already influenced other shopping centres' Christmas plans. HomeCo Kotara, which had promoted a similar reindeer event for November 29, announced: "In light of recent community feedback, we've decided not to proceed with having a live reindeer on site."
The RSPCA confirmed it had not received official complaints about the Jesmond incident but encouraged concerned community members to submit formal reports. Meanwhile, attempts to contact the Queensland-based business that supplied the reindeer were unsuccessful.
