Selfie hunters posing with little blue penguins in Napier could face a $100,000 fine if caught.
Department of Conservation ranger Chris Wootton told Checkpoint it was disturbing that people were pestering and potentially hurting the birds during nesting season.
"People have been picking up penguins and taking selfies, posting them on social media. It's illegal behaviour under the Wildlife Act, penguins or kororā, little blue penguins, are totally protected wildlife.
"If you're disturbing them, especially during breeding season, you're wrecking their chance of reproducing and bringing up their young safely on the nest."
With more people heading to the coast as summer approaches, they needed to be aware they were sharing the space with all sorts of wildlife, Wootton said.