ABC to send legal notice to One Nation over Bluey cartoon

1,300,000. That is the current view count for a political cartoon that Australia’s national broadcaster says violated its intellectual property rights. The video, titled State of Melbourne, features the children’s character Bluey driving a sport utility vehicle. In the animation, Bluey repeatedly rams politicians. The Australian Broadcasting Corporation announced it will send a cease and desist letter to the One Nation party.

Hugh Marks, the ABC managing director, confirmed the legal action to the Senate estimates committee on Tuesday. He stated the broadcaster became aware of the potential breach last week. Marks said the party did not seek permission to use the character. "We will be taking further action, I can assure you," he told senators.

The issue arose during questioning by Varun Ghosh, the Western Australian Labor senator and communications committee chair. Ghosh asked if the ABC had sought legal advice regarding the 2024 cartoon. He noted the video has particular poignancy in the last week. This follows the alleged attack on independent MP Helen Haines outside her northern Victorian office. Haines lost both legs in the incident.

Marks described the cartoon as a clear breach of intellectual property. He said, "It’s not a parody of any Bluey work." He added that the use is shocking and disrespectful to Australian children. The ABC is in contact with Bluey’s international distributor, BBC Studios, and the creators, Ludo. All three parties were approached for comment.

The three-minute video depicts Bluey striking former Victorian premier Daniel Andrews and Prime Minister Anthony Albanese with an SUV. It also shows television host and conservationist Robert Irwin. In one scene, the Albanese character tells Bluey, "You’ve got that crazy look in your eyes." In another, Andrews drives the vehicle while Albanese rides as a passenger. The car runs over Bluey and Irwin. The politicians are then shown placing the bodies in the boot of the SUV.

During the estimates hearing, Marks also addressed the termination payout for former news director Justin Stevens. Stevens received $353,230 because the ABC asked him not to work out his notice period. Marks said he wanted to move forward with new leadership. Stevens, who earned a total of $864,394 last financial year, was replaced by Simon Robinson last month. Robinson previously worked at Reuters.

Marks also discussed the work of former Four Corners reporter Mahmood Fazal. He said mistakes were made in the production of programs by Fazal. The entire leadership of Four Corners has been replaced. The ABC removed several programs made by Fazal due to concerns over anonymous interviewees. "We did a review of Mr Fazal’s work and found substantial flaws in much of that work," Marks said.

Sally Neighbour, a former Four Corners executive producer, alleged in The Monthly that an associate of Fazal played different roles in different stories while disguised behind a mask. Fazal stands by his reporting. In July, he said he was shocked by the removal of two episodes. He believed the decisions set a worrying precedent for the organization’s independence. The ABC is currently reviewing its editorial guidance on anonymous sources.