Santa Claus must now abide by a strict code of conduct in order to preserve the holiday ideal.

"We are trying to eradicate shoddy Santas," James Lovell of the Ministry of Fun agency tells Reuters. "Santa is a magical and cuddly man, not a fat, smelly slob," says Lovell, whose agency fills 500 Santa positions a year. "I even saw a Santa last year wearing trainers (sneakers)."

Lovell maintains physical and social requirements for all of the Santas that he employs.

"He must not smell of drink or body odor and his 'Ho! Ho! Ho!' must resonate deeply," Lovell added.