Sacha Baron Cohen, who created and played the character Borat, is seeking $ 9 million from Solar Therapeutics Inc., a Massachusetts cannabis dispensary that used the character on a billboard.
Actor Sacha Baron Cohen has just named a Massachusetts cannabis dispensary that, according to documents filed in the U.S. District Court in Boston, used an image of his character Borat on a billboard without the I know permission.
The advertising panel of Somerset-based Solar Therapeutics Inc. showed Baron Cohen posing as Borat with two thumbs up and the words “It’s beautiful!” – one of Borat’s slogans.
“By using the billboard, the defendants have falsely conveyed to the public that Mr. Baron Cohen has approved their products and is affiliated with their business,” the complaint filed Monday reads. “On the contrary, Mr. Baron Cohen has never used cannabis in his life. I will never participate in an advertising campaign for cannabis, for any amount of money. ”
The long billboard on a Massachusetts interstate highway was removed in April, three days after Baron Cohen’s lawyers sent a cessation and cessation order to the dispensary, according to the lawsuit.
“Mr. Baron Cohen is very protective of his image and of his person, and of those of his characters. Mr. Baron Cohen is very careful about the way he uses his person and his characters to interact. with his fans and the general public, ”the complaint says.
Baron Cohen and his California-based company Please You Can Touch LLC are seeking $ 9m in damages.
A Solar Therapeutics lawyer said he was aware of the cause.
“Upon receipt of the termination and termination letter from Mr. Cohen Solar’s legal counsel he immediately requested that the sign company remove the bill in question,” Nicholas Hemond said in an emailed statement. “As there is an active case before the court, we have no further comment at this time.”