ABC to Issue Cease and Desist Letter Over One Nation Bluey Cartoon
The national broadcaster accuses the populist party of an intellectual property breach after a three-minute animation featuring the character in a violent crash drew 1.3 million views.
By Lauren Bello ·
ABC Managing Director Hugh Marks announced on Tuesday that the broadcaster will send a cease and desist letter to One Nation regarding a 2024 political cartoon. The letter will address the party’s use of the children's character Bluey in a violent scene that has circulated widely online.
Marks made the disclosure at a Senate estimates hearing, stating he learned of the potential intellectual property breach last week. He said the ABC sought immediate legal advice upon discovering the video. "We will be taking further action, I can assure you," Marks told senators. He described the usage as "shocking and disrespectful" to the character and its young audience.
The controversy centers on a three-minute animation titled State of Melbourne, which has accumulated 1.3 million views on YouTube. In the clip, Bluey drives an SUV into depictions of former Victorian premier Daniel Andrews, Prime Minister Anthony Albanese, and conservationist Robert Irwin. The animation shows the politicians deliberately running over the character and Irwin before placing their bodies in the car's boot. At one point, the Albanese figure tells Bluey, "You've got that crazy look in your eyes."
Western Australian Labor Senator Varun Ghosh, who chairs the communications committee, raised the issue during the hearing. Ghosh noted that while the cartoon was published two years ago, it gained new relevance following the attack on independent MP Helen Haines in northern Victoria. Haines lost both legs in that incident. Marks asserted that One Nation never sought permission to use the character and that the usage was not a parody.
The ABC has contacted Bluey’s international distributor, BBC Studios, and the Brisbane-based creators, Ludo. Marks stated that the party’s use constitutes a clear infringement of intellectual property rights. He added that the character is likely the most beloved video figure in the world, making the violent depiction particularly jarring for families. BBC Studios, Ludo, and One Nation have been approached for comment.
During the same hearing, Marks addressed internal staffing changes. He revealed that former news director Justin Stevens received a termination payout of $353,230. Marks explained that he paid the sum to avoid having Stevens work out his notice period, citing the need to move forward with new leadership. Stevens, whose total remuneration for the financial year was $864,394, was replaced last month by Simon Robinson, a former Reuters executive. Stevens had served at the ABC for 19 years.
Marks also discussed issues with former Four Corners reporter Mahmood Fazal. The broadcaster found substantial flaws in much of Fazal’s work, particularly regarding the use of anonymous interviewees. Several programs produced by Fazal have been removed from the schedule. The ABC is currently reviewing its editorial guidance on anonymous sources. Fazal, who was previously a bikie before becoming a journalist, has stated he stands by his reporting. In July, he described the removal of two episodes as a worrying precedent for the organization's independence.
The next steps for the ABC include the formal delivery of the cease and desist letter to One Nation. The broadcaster will also finalize its review of editorial guidelines concerning anonymous sources. No specific timeline was provided for when the legal letter will be sent.
