ABC Considers Legal Action Over One Nation’s Unauthorized Use of Bluey in Controversial Cartoon

The Australian Broadcasting Corporation (ABC) is contemplating legal action against One Nation following the unauthorized use of Bluey, the widely adored children’s character, in an episode of the party’s controversial cartoon series, Please Explain. The episode titled The State of Melbourne, released in 2024, has amassed approximately 1.3 million views on YouTube.

In this episode, Bluey is depicted running over Prime Minister Anthony Albanese and former Victorian Premier Daniel Andrews with a car. The cartoon further portrays Albanese and Andrews running over Bluey and conservationist Robert Irwin, subsequently placing their bodies in the boot of a car.

ABC Managing Director Hugh Marks addressed the issue during a Senate estimates hearing held at Parliament House in Canberra. Marks stated that he became aware of the episode following its resurfacing in the context of a recent alleged deliberate car attack on independent MP Helen Haines. Upon review, the ABC sought legal advice regarding the depiction.

Although the ABC does not hold the intellectual property rights to Bluey, the broadcaster has engaged with the show’s international distributor, BBC Studios, and the Brisbane-based creators, Ludo. The ABC confirmed that One Nation did not seek permission to use Bluey in its online series.

Marks expressed his view that One Nation’s use of Bluey constitutes a clear infringement of intellectual property rights. He emphasized that the depiction is not only unauthorized but also “a shocking use of Australia’s most loved character.” Marks described Bluey as “probably the globally most loved character” and condemned the cartoon as “shocking and disrespectful to the children of Australia who love that character so much.”

An ABC spokesperson reiterated the broadcaster’s concern over the political exploitation of Bluey’s image by One Nation. The spokesperson stated, “The ABC is considering available options. In the meantime, the ABC considers the relevant cartoons should be immediately removed from One Nation’s platforms and no further use should occur.”

When questioned about the matter at Parliament House, One Nation leader Pauline Hanson dismissed concerns, responding simply, “No,” when asked if the usage breached the law.

Communications Minister Anika Wells publicly supported the ABC’s position, affirming that the broadcaster is “well within its rights” to be concerned about the unauthorized use of Bluey. Wells highlighted Bluey’s status as “one of Australia’s biggest, most loved, most well-known exports” and remarked, “Bluey has a lot more production value than One Nation’s cartoons.”

The ABC’s potential legal action underscores the importance of respecting intellectual property rights, particularly when involving characters with significant cultural and commercial value. The case also raises questions about the boundaries of political satire and the use of children’s characters in adult political commentary.

As of now, the ABC is actively considering its legal options, including issuing a cease and desist letter to One Nation, while urging the immediate removal of the contested content from all One Nation platforms.