An Indigenous elder whose Dawn Service Welcome to Country address was interrupted by boos has denied misusing the word ‘Anzac’ to sell a range of hoodies, shirts, trackies and sneakers.
Uncle Mark Brown, a Bunurong and Gunditjmara elder, features 17 clothing items on his Dreaming Spirit website with the legally protected word ‘Anzac’ in the product title, starting at $90 for T-shirts and up to $180 for hoodies and puffer jackets.
A number of the product descriptions also appear to be AI-generated, with AI detection tool GPTZero giving a “highly confident” rating to samples of the writing.
“These mesh sneakers carry a quiet, respectful message: ‘anzac lest we forget’ printed across the knit upper,” reads the description for a $135 pair of “ANZAC ‘Lest We Forget’ Men’s Mesh Sneakers — Commemorative Military Tribute Shoes”.
“Wear them to commemorations, community gatherings, or when you want a low-key way to honor (sic) memory while staying grounded and comfortable.”
The listing for the $180 “ANZAC Country Culture Spirit Full-Zip Hoodie” reads, “Carry a quietly proud piece of ANZAC spirit wherever you go.
“It feels lived-in from the first wear, like a familiar flag folded into your daily routine.”
A $165 children’s hoodie, titled, “ANZAC ‘Lest We Forget’ Children’s Hoodie — Remembrance Day Tribute”, bears the description, “Call it quiet remembrance. This children’s hoodie carries the simple words ‘anzac (sic) lest we forget’ like a small, steady pledge — soft against the skin and easy to wear on cool mornings.
“It settles over little shoulders when families head to dawn services, school tributes, or neighborhood (sic) marches. The hood’s double layer keeps ears warm while the roomy front pocket holds a program, a folded poppy, or a tiny hand. Lightweight, stretchy fabric lets kids run and stand still with the same comfort.
“The understated text invites conversation without shouting, so a child can wear memory and respect with comfort and calm.”
The clothing items feature artwork that includes Australian soldiers, crosses, poppies and the words “Lest We Forget”, although the word Anzac does not actually appear on the designs — contrary to what some of the product descriptions appear to suggest.
“To clarify, I have not used the word ‘Anzac’ on the merchandise in question,” Mr Brown said in an email to news.com.au on Tuesday.
“My work is created as a Bunurong Elder and artist to respectfully recognise and honour Aboriginal and Torres Strait Islander peoples, alongside Māori and Pacific Islander communities, who have served and sacrificed in defence of this Country and others.
“The intent of the work is remembrance, respect, and truth-telling — particularly for those whose contributions have historically been overlooked.
“I am aware of commentary online, however much of it reflects misunderstanding and, at times, hostility toward Aboriginal people expressing culture and identity in public spaces.
“I stand by my work and the message it carries.”
Mr Brown did not respond when asked whether AI had been used in any of the artwork or product descriptions.
Under Australian law, the word “Anzac” is heavily restricted in relation to some official and commercial uses, with permission required from the Minister for Veterans Affairs.
Breaches of the Protection of Word ‘Anzac’ Act 1920 can carry up to 12 months imprisonment or fines of up to $10,200 for individuals and $51,000 for corporations.
“DVA investigates all potential breaches of the Anzac Regulations reported to us,” the department guidelines state.
“In most cases, DVA contacts the individual or entity and requests they cease using the word ‘Anzac’ if they do not hold a permit or are operating in contravention of it.
“It is common for people to be unaware of the Anzac Regulations. Any misuse is usually corrected quickly and does not require further action. DVA aims to educate the community in the first instance.”
Mr Brown has not been charged with breaching the Act.
The Department of Veterans’ Affairs doesn’t comment on individual matters for privacy reasons.
Veterans’ Affairs Minister Matt Keogh was contacted for comment.
Mr Brown delivered the Welcome to Country at Melbourne’s Shrine of Remembrance on Saturday morning, where his comments were interrupted by loud heckling and boos for the second year in a row, after neo-Nazis hijacked the 2025 event.
“Today, I’m here to welcome everybody to my father’s country — beautiful Bunurong country,” he said as the heckling started.
“But before we do that, as always, we take a moment, we pay our acknowledgments and we pay our respects. We pay our respects to all of my ancestors. We pay our respects to all of my elders, and we pay our respects to all of my community members — past, present and emerging — and we acknowledge the continuous and unbroken connection to country for the Bunurong people.”
Victorian Premier Jacinta Allan called the booing at the Melbourne event a “betrayal of everything Anzac Day stands for.”
“It is pure disrespect and to direct that at a Welcome to Country — at Aboriginal servicemen and women who served this nation — is as ignorant as it is shameful,” she said.
“Anzac Day is not a stage for division. It is about service, mateship, sacrifice and we will never let a hateful few take that away.”
Victoria’s Opposition Leader also said booing at the Shrine of Remembrance was not on.
“To boo at such a place, on such a day, is to forget what the Anzac spirit demands of us: respect for service, reverence for sacrifice and unity in remembrance,” Jess Wilson said.
Mr Brown later shared a defiant message on LinkedIn, saying “what you saw doesn’t represent this country” and “it doesn’t represent who we are”.
“We’re still here. And we’re not going anywhere,” he wrote.
Dawn Services in Sydney Perth and Adelaide were also marred by booing during the Welcome to Country acknowledgment, prompting widespread condemnation.
But one of the country’s most senior military officers, the Defence Force’s Chief of Joint Operations, Vice Admiral Justin Jones, stressed the importance of “freedom of expression” after he was asked about the “disappointing” incidents on Saturday.
“Well, one of the things that we in the defence force are defending, as I’ve said, is our democracy and freedom of expression,” he said on Sky News.
“So, whilst that might be disappointing, those are exactly the principles that the Australian Defence Force is designed to defend.”
Defence Minister Richard Marles, asked to react to Admiral Jones’ comments on Monday, told the ABC, “The principle of freedom of speech can be exercised by all of us.
“And let me say I’m exercising my freedom of speech right now to make it absolutely clear that the booing that occurred on Anzac Day was a disgrace, and that’s the only way in which it ought to be characterised.”
RSL national president Peter Tinley said on Monday the veterans league would review its guidance about Welcome to Country addresses on Anzac Day in the wake of the incidents.
Mr Tinley said he personally supported them and was “appalled” by the booing, but the decision should fall to individual branches.
“What happens in far north Queensland or in far north Western Australia, they are localised choices,” he told the ABC.
“They have to have a nose to the atmosphere that they’re working in, but we will show leadership. We will review policies. We provide guidance to our branches as to how they might attend to this.”