Napier locals treating little blue penguins as props and "playthings" for Instagram have been rebuked by wildlife authorities for the "unsettling" behaviour.
In a statement on Monday, the Department of Conservation's Hawke's Bay Operations Manager, Jenny Nelson-Smith, said it had been alerted to reports of people handling the penguins for social media snapshots along Napier's coastline.
"Kororā [little blue penguins] are wild, living animals and it's very unsettling to hear people think wildlife is simply there for their own amusement," Nelson-Smith said.
"This behaviour is unacceptable as well as illegal and we are following up these reports."
Little blue penguins, or kororā, are considered taonga - a treasured species of wildlife - and are protected under the Wildlife Act 1953. Disturbances can make them increasingly vulnerable, particularly during the current nesting season. Interference may scare or injure the birds and could result in chicks being abandoned, and dying.
The penguins may also behave aggressively in defence and are capable of delivering a pointed nip, sharp enough to take out an eye.
"Penguins come ashore to nest - if they are harassed it may lead to them abandoning the nesting site. Additionally there is a risk of injuring a penguin," said Joe Walcott, the general curator at the National Aquarium - an organisation that supports DOC with penguin rehabilitation and conservation.
"Penguins feed on live fish and need to be in top condition to catch them, even a seemingly minor injury could lead to starvation."
He said the reports of people handling the penguins are disappointing.
"My advice to those who come across penguins or other wildlife is to keep at a distance that doesn't interfere with their natural behaviour. Ensuring dogs are kept away from the area will also help out," Walcott said.
Nelson-Smith urged others to step forward if they witness the mistreatment of kororā or other wildlife such as kekeno, or fur seals.
Kororā share many parts of the eastern Te Matau a Māui (the fishhook of Māui) coastline, as well as other parts of New Zealand's shore. Kororā are considered an 'at risk' or 'declining' bird species. They tend to be more common on outlying islands, where there is less disturbance from people and their activities - so having them on our seaboards is something to celebrate, cherish and respect, DOC says.
Penalties, including fines and imprisonment, can be enforced for offences under the Wildlife Act 1953.
Anyone with concerns about the welfare of native wildlife can contact DOC's hotline 0800 DOC HOT (0800 362 468).
