The backlash surrounding an infamous segment about adoption policies for Indigenous children on Seven’s Sunrise just won’t go away, with the brekkie show now facing an investigation over it.

The Australian Communications and Media Authority (ACMA) has opened an ‘own motion’ investigation into Seven’s compliance with the Commercial Television Industry Code of Practice in relation to the segment.

“This investigation is at an early stage but will follow the normal course, including an assessment of submissions from the licensee,” an ACMA spokesperson told B&T.

Sunrise faced fierce criticism last month for a segment hosted by Samantha Armytage about a push by the federal government to change adoption policies for indigenous kids.

Activists mobbed the Sunrise studios in protest, forcing the show’s producers to lower the blinds on the studios’ windows and running stock footage of Martin Place to block the protest from viewers.

However, Sunrise defended its actions, with a spokesperson telling B&T some of the protesters were holding offensive signage, while others began banging on the windows and mouthing obscenities.

The controversial segment was also mocked by the ABC and The Betoota Advocate.