Social media bragging rights are being blamed for the decline in numbers of the Wakatipu's whitetail deer herd.
While two interest groups want the Department of Conservation to deem it a "special interest" herd for future management, NZ Forest & Bird wants the introduced species to continue being culled.
A report to the Otago Conservation Board's meeting, held in Glenorchy this week, said numbers of the "internationally significant" herd appeared to be low, largely due to hunters pursuing the animals as a result of social media exposure.
The New Zealand Deerstalkers' Association and the Game Animal Council wanted Doc to work with hunters and local landowners to develop a management plan for the whitetail herd, introduced to the Wakatipu in 1904 and living in the Mt Aspiring National Park and surrounds, with a view to it being deemed special interest.
The only other whitetail herd in New Zealand is on Stewart Island — it is not a herd of special interest.