ABC Urges One Nation to Remove Unauthorized Bluey Cartoons Amid IP Concerns

The Australian Broadcasting Corporation (ABC) has formally requested that One Nation remove cartoons depicting the popular children’s character Bluey from its satirical video series, citing concerns over unauthorized use and intellectual property rights violations.

ABC managing director Hugh Marks addressed the issue during Senate estimates, confirming that the broadcaster is considering legal action against One Nation for its use of Bluey in the party’s "Please Explain" cartoon series led by Pauline Hanson.

One Nation’s videos, released in 2024, include scenes where Bluey is involved in violent and distressing scenarios. In one episode, Bluey and former Victorian premier Daniel Andrews are shown running over each other with cars. Another video depicts Bluey being assaulted by youth described as "delinquents."

These depictions have drawn particular scrutiny following a recent incident where independent MP Helen Haines lost both legs after a deliberate car attack, intensifying public sensitivity to portrayals of violence involving vehicles.

An ABC spokesperson expressed the broadcaster’s strong concern over the unauthorized use of Bluey, describing the character as a "children’s character and national icon." The spokesperson emphasized that the ABC does not own the intellectual property rights to Bluey but licenses the content.

"As the managing director Hugh Marks stated during Senate estimates, the ABC does not own the intellectual property for Bluey," the spokesperson said. "In the meantime, the ABC considers the relevant cartoons should be immediately removed from One Nation's platforms and no further use should occur."

Pauline Hanson, leader of One Nation, has publicly denied that the party’s cartoons infringe upon intellectual property rights.

Hugh Marks clarified that the intellectual property for Bluey is owned by Ludo Studios, with BBC Studios acting as the content distributor. He explained that Bluey is an ABC-licensed copyright property, and any legal action would require collaboration with the IP owner.

"I would imagine that it's a breach of intellectual property and a cease-and-desist letter should be issued," Marks said during the Senate estimates hearing.

Marks further noted that if One Nation had sought permission to use Bluey, the ABC would have been consulted. "Either the BBC or the independent producer should have consulted the ABC before any such license of copyright would have occurred so I think I can assume that no such discussion happened," he added.

Regarding potential defenses, Marks stated that the use of Bluey in the One Nation videos would not qualify as fair dealing. He explained that the depictions were neither a parody of Bluey content nor a minor use of the intellectual property.

The ABC’s position underscores the importance of respecting intellectual property rights, especially when involving iconic children’s characters, and signals possible forthcoming legal measures if One Nation does not comply with the removal request.

The controversy highlights the complex intersection of political satire, intellectual property law, and public sensitivities around violent imagery.

As the situation develops, the ABC and Ludo Studios’ coordinated response will be closely watched for its implications on political expression and IP enforcement.

This dispute also raises broader questions about the limits of satirical use of copyrighted characters in political commentary and the responsibilities of content creators and distributors.

The ABC’s call for immediate removal of the Bluey cartoons from One Nation’s platforms remains in effect as discussions and potential legal proceedings continue.