ABC Sends Cease and Desist Over Bluey

1.3 million people watched a political cartoon that features the beloved Australian children's character Bluey driving an SUV into politicians. The video, titled State of Melbourne, was published by the populist party One Nation in 2024. It has now triggered a legal response from the Australian Broadcasting Corporation.

ABC managing director Hugh Marks announced the move during a Senate estimates hearing on Tuesday. He stated that the broadcaster plans to send a cease and desist letter to One Nation. Marks learned of the potential intellectual property breach last week and sought legal advice immediately. He told senators that the ABC will take further action on the matter.

The hearing was prompted by a question from Western Australian Labor senator Varun Ghosh, who chairs the communications committee. Ghosh asked if the ABC had sought legal counsel regarding the two-year-old cartoon. He noted that the video carried a particular poignancy in the current political climate. This followed the alleged attack on independent MP Helen Haines outside her office in northern Victoria, which left her without both legs.

Marks described the use of the character as shocking and disrespectful. He argued that the animation is not a parody of any existing Bluey work. He also stated that the usage is not a minor use of the intellectual property. Marks believes the party never sought permission to use the character. The ABC has already contacted Bluey's international distributor, BBC Studios, and its Brisbane-based creators, Ludo.

The three-minute animation shows Bluey driving an SUV into depictions of former Victorian premier Daniel Andrews, Prime Minister Anthony Albanese, and TV host Robert Irwin. In one scene, the character of Albanese tells Bluey that she has a crazy look in her eyes. In another, Andrews is at the wheel with Albanese as a passenger, and the car deliberately runs over Bluey and Irwin. The politicians are then shown placing the bodies in the boot.

During the same hearing, Marks discussed financial details regarding former news director Justin Stevens. Stevens received a termination payout of $353,230 because Marks did not want him to work out his notice period. Stevens, whose total remuneration for the financial year was $864,394, was replaced last month by Simon Robinson, a former Reuters executive. Robinson took over after Stevens served 19 years at the broadcaster. Stevens' base salary was listed as $529,202 in the annual report.

Marks also addressed issues with programs produced by former Four Corners reporter Mahmood Fazal. He said mistakes were made in Fazal's work and that the program's entire leadership has been replaced. The ABC removed several programs by Fazal over concerns about his use of anonymous interviewees. Marks stated that a review found substantial flaws in much of the work. The broadcaster is currently reviewing its editorial guidance on anonymous sources.

Former Four Corners executive producer Sally Neighbour alleged in the Monthly that an associate of Fazal played different roles in different stories while disguised behind a mask. Fazal has said he stands by his reporting. In July, he said he was shocked by the removal of two episodes and believed the ABC's decisions set a worrying precedent for the organization's independence.