Organizers of a Christmas event in a town in the U.K. have apologized after the event’s Santa Claus reportedly yelled at children to “get the f--- out” in response to a fire alarm.

Parents described the incident at the Santa’s Grotto family event in St. Ives, Cambridgeshire, to local outlets and on social media, according to CNN, with some saying that Santa should be “ashamed” of his behavior. 

Smoke in a nearby building activated fire alarms, prompting Santa to reportedly burst out of his grotto and “immediately [assist] in the evacuation of the building,” according to organizers.

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“[Festival Events St. Ives] wish to apologise for any offence or distress caused to parents and children by the attempts to ensure all visitors and staff had exited the building and were safe,” the organizers wrote on the event website.

One customer wrote on Facebook that Santa Claus charged in, “ripped his hat and beard off in front of 50 odd kids and started shouting and swearing at people to leave.”

"You should be ashamed of yourself acting like that in front of children,” the customer continued. "There is no way he should be allowed near a child.”

One parent told Cambridgeshire Live that her friend's child was upset by Santa's use of the vulgarity and had to be carried.

“My friend's little boy was upset as his dad was carrying him when Santa told them 'to get the f--- out,' " she told the outlet. "We told our children he wasn’t the real Santa. He was an imposter and will be going on the naughty list."