ABC Demands One Nation Cease Unauthorized Use of 'Bluey' in Political Cartoons

SYDNEY — On October 28, Australia’s national broadcaster, the Australian Broadcasting Corporation (ABC), called on the far-right One Nation party to cease the unauthorized use of the children’s television character Bluey in its political cartoons.

Bluey, a widely beloved figure from an Australian animated series about suburban canine family life, has become a cultural icon. However, the character’s image was controversially used in a 2024 political cartoon by One Nation, depicting Bluey driving a car over an Australian politician.

This depiction drew heightened scrutiny following an incident on October 19, when independent lawmaker Helen Haines was allegedly struck by a man driving deliberately into her, resulting in serious injuries and the amputation of both her legs. The ABC expressed concern over the timing and nature of the cartoon’s imagery in light of this event.

While the ABC does not own the intellectual property rights to Bluey—airing the show under license—it stated that One Nation’s use of the character was unauthorized and constituted a breach of intellectual property rights. The broadcaster has demanded that the offending cartoons be removed immediately from all One Nation platforms.

"The ABC is considering available options," a spokesperson told AFP. "In the meantime, the ABC considers the relevant cartoons should be immediately removed from One Nation’s platforms and no further use should occur."

ABC Managing Director Hugh Marks addressed the issue during a Senate committee hearing on October 27, revealing that he had only recently become aware of the One Nation cartoon. He described the use as both an intellectual property infringement and a "shocking use of Australia’s most loved character."

One Nation responded sharply to Marks’ comments via social media, accusing him of harboring contempt for the party and its supporters. The party stated, "He cannot hide his contempt for One Nation and its voters. He exists in a parallel universe from most everyday Australians."

The controversy unfolded amid ongoing legal proceedings against Brendan Nugent, a 43-year-old man charged last week in connection with the attack on Helen Haines. Nugent faces charges including dangerous driving causing serious injury, intentionally causing serious injury, and the federal offense of harming a public official.

The ABC’s intervention highlights the broadcaster’s commitment to protecting intellectual property rights associated with its licensed content, especially when such content is used in politically sensitive contexts. The situation also underscores the complex intersection of political expression, intellectual property law, and public safety concerns in Australia’s current political climate.