Bluey hit: ABC forces One Nation to drop viral cartoon or face the courts

The Australian Broadcasting Corporation intends to demand that the One Nation party cease using the character Bluey in a political cartoon. The move will force the rightwing group to stop displaying the animation, which shows the character ramming politicians with a vehicle, or face legal action from the public broadcaster.

Hugh Marks, the ABC managing director, told Senate estimates on Tuesday that the broadcaster is preparing a cease and desist letter. He stated that the use of the character constitutes a clear breach of intellectual property. Marks said the ABC became aware of the potential infringement last week and has already sought legal advice to support the claim.

The legal dispute emerged after Senator Varun Ghosh asked the ABC if it had consulted lawyers regarding a 2024 cartoon titled State of Melbourne. The animation has accumulated 1.3 million views on YouTube. Ghosh noted that while the video was published two years ago, it carries particular weight in the current political climate. The hearing took place one week after an alleged attack on independent MP Helen Haines outside her office in northern Victoria, an incident that resulted in her losing both legs.

Marks argued that the cartoon is not a parody of any existing Bluey work. He described the usage as shocking and disrespectful to the children of Australia who love the character. He noted that the party did not seek permission from the creators or the international distributor. The BBC, which distributes the show internationally, and Ludo, the Brisbane-based creator, have been contacted for comment but have not yet responded.

The three-minute animation depicts Bluey driving an SUV that strikes former Victorian premier Daniel Andrews, Prime Minister Anthony Albanese, and TV host Robert Irwin. In one scene, the politicians place the bodies of the character and Irwin into the trunk of the vehicle. Before the collision, the Albanese character tells Bluey, “You’ve got that crazy look in your eyes.”

During the same estimates session, Marks discussed the termination of former news director Justin Stevens. The ABC paid Stevens a payout of $353,230 to end his employment immediately. Marks explained that he chose not to have Stevens work out his notice period to move forward with new leadership. Stevens, who earned total remuneration of $864,394 in the last financial year, was replaced by Simon Robinson last month. Robinson previously worked at Reuters.

The hearing also covered issues in the Four Corners unit. Marks said the ABC identified substantial flaws in programs produced by former reporter Mahmood Fazal. The broadcaster has removed several of these shows due to concerns about the use of anonymous interviewees. Sally Neighbour, a former executive producer, alleged in the Monthly that an associate of Fazal played different roles in different stories while disguised behind a mask. Fazal, who was sacked in July, maintains that he stands by his reporting and believes the ABC’s decisions set a worrying precedent for the organization.