“I really hope they learn how wrong and mean this is to the animals,” another comment said, “they deserve to be treated better.”
However, others were more positive about the display and one person said: “Def recommend it! Amazing”.
One shopper took to the Facebook group Tea Time to share photos of the reindeer.
“I had to pay an unfortunate visit to Jesmond shopping centre today, and I was so heartbroken to see these poor reindeer in an 8x6 pen in the middle of the shopping centre,” the person wrote in a now-deleted post.
“No food, no water, and NO SUPERVISER??? They are literally being used as a photo prop so people can get photos with them in their Christmas outfits.”
The local branch of the Animal Justice Party waded in to the conversation, describing the event as “cruel”.
“Every Christmas, some shopping centres bring in live reindeer – but behind the festive photos is real suffering,” the party said.
It said loud and crowded shopping centres can be overwhelming for reindeer and they’re semi-wild, herd animals that need space and freedom.
“We can celebrate Christmas without causing harm.
“Choose humane alternatives like animatronic displays, storytelling, Santa photos without animals, and community-friendly festive decorations.”
Jesmond Centre had initially posted a link to further information about dates when the reindeer would return, but that page has been deleted.
The centre also confirmed in the comment section of one of its posts that the reindeer would not be appearing again.
“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 comment read.
“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.
“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.”
