ABC to send One Nation cease and desist over Bluey cartoon

The ABC will send One Nation a cease and desist letter, a formal demand that the party stop using material it does not have the right to use, over its use of the children's cartoon Bluey in a political cartoon.

ABC managing director Hugh Marks told a Senate estimates hearing on Tuesday that he became aware of the possible breach last week and sought legal advice. Estimates is the session where senators question public agencies about their spending and operations. Marks said One Nation's use of the character is a clear breach of intellectual property, the legal rights creators hold over their work, and is not a parody of any Bluey work. He described it as a "shocking use of Australia's most loved character".

The cartoon at the centre of the matter is titled State of Melbourne. It was published in 2024 and has had 1.3 million views on YouTube. It shows Bluey driving an SUV, alongside depictions of Daniel Andrews, Anthony Albanese and Robert Irwin.

Senator Varun Ghosh asked the ABC at the same hearing whether it had sought legal advice over the cartoon. One Nation did not seek permission to use the Bluey character. The ABC has been in contact with Bluey's international distributor, BBC Studios, and with Brisbane-based creators Ludo about the use.

One Nation has used the characters before. Senator Pauline Hanson's Please Explain video series has featured cartoon versions of Robert Irwin and Bluey. A 2024 episode titled 'The State of Queensland' showed an animated Irwin trying to show Bluey positive things in Queensland, with problems along the way.

The ABC's position is set out in its reporting of the hearing.