The Australian Broadcasting Corporation will issue a cease-and-desist letter to Pauline Hanson’s One Nation after the populist party co-opted beloved children's character Bluey for a violent political cartoon.
Appearing before a Senate estimates committee on Tuesday, the national broadcaster’s managing director, Hugh Marks, confirmed that legal advice had been sought over the unauthorised depiction of the internationally celebrated blue heeler.
“We will be taking further action, I can assure you,” Mr Marks told senators, describing the political party's use of the cartoon dog as a potential breach of intellectual property rights.
Broadcaster condemns 'shocking' intellectual property breach
The confrontation follows the publication of an animated video produced by One Nation, in which the animated six-year-old pup is shown repeatedly ramming federal parliamentarians with a sports utility vehicle.
The Guardian Australia reported that the ABC leadership became aware of the video last week, moving swiftly to assess potential legal recourse against Senator Hanson’s party. The broadcaster described the video as "shocking and disrespectful" to a franchise that has become a touchstone of domestic public broadcasting.
ABC management informed the Senate committee that the cartoon crossed an intolerable boundary by associating an innocent family show with graphic vehicular violence and partisan political campaigning. Legal counsel is now drafting formal demands requiring the immediate removal of the video across all digital platforms.
Satirical clip targets Canberra's political establishment
The contentious animation is part of One Nation's ongoing series of animated social media parodies, which regularly lampoon major-party politicians and public policy debates.
While Australian political discourse allows broad leeway for parody and satire under fair dealing exceptions in copyright law, legal experts note that trademark protections and character merchandising rights present distinct hurdles for political outfits.
One Nation has leaned heavily into digital satire to bolster its appeal among anti-establishment voters, publishing short clips that depict caricatures of Prime Minister Anthony Albanese, Opposition Leader Peter Dutton, and crossbench figures. However, the decision to incorporate third-party intellectual property without licensing marks an aggressive shift in the party's communications strategy.
Party representatives have previously defended their satirical cartoons as legitimate political expression, arguing that animated content provides an effective vehicle for cutting through institutional media consensus.
Protecting a global cultural and commercial powerhouse
For the ABC and production partners Ludo Studio and BBC Studios, shielding Bluey from political toxicity remains a top commercial and reputational priority.
Produced in Brisbane, the award-winning animated series has evolved from a homegrown preschool programme into a multi-million-dollar global phenomenon, streaming in dozens of countries and generating substantial licensing revenue. The franchise's commercial success plays a vital role in funding broader Australian screen content, leaving the public broadcaster fiercely protective of its licensing integrity.
Beyond statutory copyright claims, national broadcasters globally take strict measures to prevent children's television icons from being weaponised in domestic culture wars. By pressing forward with formal legal demands, the ABC aims to establish an unyielding boundary against political campaigns seeking to harness public assets for partisan gain.
