Hugh Marks vows to challenge One Nation over Bluey cartoon

The Australian Broadcasting Corporation has moved to formally challenge the One Nation party over a three-minute political cartoon featuring the children's character Bluey. ABC managing director Hugh Marks told Senate estimates on Tuesday that his organization will send a cease and desist letter to the rightwing group. He described the use of the character as a clear breach of intellectual property rights.

The dispute centers on a video titled State of Melbourne, published by One Nation in 2024. The animation has accumulated 1.3 million views on YouTube. In the clip, Bluey drives an SUV and strikes cartoon versions of Prime Minister Anthony Albanese, former Victorian premier Daniel Andrews, and conservationist Robert Irwin. Before one of the collisions, the animated Albanese tells Bluey, “You’ve got that crazy look in your eyes.”

The video depicts the politicians placing the bodies of Bluey and Irwin into the boot of the vehicle after the run-overs. Marks stated that One Nation did not seek permission to use the character from the show's creators or international distributor. The ABC has contacted Ludo, the Brisbane-based production company, and BBC Studios, which handles distribution. All three entities have been approached for comment.

The issue was raised during estimates by Western Australian Labor senator Varun Ghosh, who chairs the communications committee. He noted that while the video is two years old, it gained new relevance following the recent attack on independent MP Helen Haines. Haines lost both legs in an incident outside her electorate office in northern Victoria. Ghosh said the cartoon has a particular poignancy in the current political climate.

Marks argued that the animation is not a parody of existing Bluey content. He called the usage shocking and disrespectful to Australian children who love the character. He believed the infringement was substantial rather than minor. The ABC is now taking legal steps to address what it views as an unauthorized commercial use of its flagship intellectual property.

The legal review began after Marks learned of the potential breach last week. He sought legal advice before deciding to issue the formal letter. The broadcaster aims to protect the rights associated with the globally popular show. The move signals a more aggressive stance by the ABC in defending its creative assets against political use.

During the same hearing, Marks addressed other internal changes at the broadcaster. He disclosed that former news director Justin Stevens received a termination payout of $353,230. Stevens, whose annual remuneration was $864,394, was replaced by Simon Robinson last month. Marks explained that he paid Stevens his contractual entitlement to end his notice period early to move forward with new leadership.

Marks also discussed the removal of several programs produced by former Four Corners reporter Mahmood Fazal. The ABC found substantial flaws in Fazal's work, particularly regarding the use of anonymous interviewees. Former executive producer Sally Neighbour alleged that an associate of Fazal played different roles in various stories while disguised. Fazal has stated he stands by his reporting and described the ABC's decisions as a worrying precedent for public-interest journalism.