Aussie shopping centre axes Christmas display after backlash
Jesmond Central, in Newcastle, has called time on a controversial Christmas event amid rising frustrations shared on social media.
An Aussie shopping centre has axed its controversial Christmas display after it came under fire for featuring live animals.
A shopper took to the Tea Time Facebook group this week to share a series of photographs of a Christmas display inside Jesmond Central, in Newcastle.
“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 poster wrote in the 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 event, called ‘Reindeer Cheer’ by Jesmond Central, was advertised on their Facebook page earlier this week as a free opportunity to meet a “real-life reindeer”.
“If your kids have ever asked to meet a real-life reindeer, you don’t need to book flights to the North Pole,” the post reads.
“Santa’s gorgeous reindeer are visiting! Come and join us for this FREE event and take a photo with the reindeer crew!”
However, comments on this post quickly turned sour, with people flooding there to leave negative feedback.
“Oh this is awful. Those poor reindeer,” said one person.
“Doesn’t look very cheerful to me,” another agreed.
“Goodness this is far from being okay!” said a third.
The Animal Justice Party has also taken to Facebook to make a post around why this activation is “cruel”.
“Every Christmas, some shopping centres bring in live reindeer — but behind the festive photos is real suffering,” they shared, listing a number of points.
“Reindeer are prey animals, and busy centres are loud, crowded, bright, and overwhelming. They’re not domesticated — they’re semi-wild herd animals who need space, calm, and freedom. And ultimately — using animals as props isn’t festive, it’s exploitation.”
They also encouraged shoppers to make their stance known, by contacting the centre or paying them a visit.
And, it appears the message was heard loud and clear.
Jesmond Centre’s initial Facebook post included a link to additional information and further dates where the reindeer would return in early December.
However, this page has since been removed.
While Jesmond Centre did not respond when contacted by news.com.au for comment, it did confirm that this would no longer be occurring in a statement in their comments section on Facebook.
“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 began.
“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.”
The centre stated that they would be monitoring the comments section of the post. They have since limited who can comment.
“In adherence with our Community Guidelines we welcome respectful discussion and diverse opinions. However, misinformation, offensive language, or harassment will not be tolerated. Comments that breach these guidelines may be hidden or removed,” the comment continued.
“Thank you for helping us keep this space positive and factual.”
This isn’t the first time Christmas displays like this one have warranted controversy.
Last year, Winston Hills Mall was forced to respond after being accused of animal cruelty over a similar event, featuring live reindeer.
“Winston Hills Mall prioritises animal welfare and ensures all events meet strict regulatory standards,” they responded on Facebook at the time.
“The reindeer featured this Christmas are cared for by Mr. Reimers, the only Australian licensed under the NSW Exhibited Animals Protection Act. Raised on his Warwick Farm, they live in a natural, spacious environment and receive expert care.
“We’re committed to delivering a joyful, Christmas experience for everyone in our community.”
In 2023, the presence of two reindeer at a Christmas event at Westfield Tuggerah on the Central Coast of New South Wales garnered the same feedback, with an anonymous poster calling it “incredibly wrong”.
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Originally published as Aussie shopping centre axes Christmas display after backlash
