Actor Sacha Baron Cohen has filed a lawsuit against a Somerset, Massachusetts cannabis company after he said it used an image of Borat, his most well-known character, on a billboard without his permission, reports CTV News.
That’s… not so nice
The billboard in question reportedly advertised products by Solar Therapeutics, and featured a photo of Borat alongside a variation of one of his most famous catchphrases: “It’s nice!”
“By use of the billboard, the defendants falsely have conveyed to the public that Mr. Baron Cohen has endorsed their products and is affiliated with their business,” read the complaint. “To the contrary, Mr. Baron Cohen never has used cannabis in his life. He never would participate in an advertising campaign for cannabis, for any amount of money.”
Not the first time
Plenty of celebrities have legitimately launched or endorsed cannabis brands in recent years, but a growing list have endorsed cannabis products unknowingly and without permission or pay: actor Tom Hanks and music star Alicia Keys have both filed lawsuits. Last year, former British Bake-Off judge Mary Berry filed a lawsuit against a company who used her likeness to sell CBD on Facebook, according to The Growth Op.
After lawyers sent a cease-and-desist letter last April, the sign was taken down. But it sounds like Baron wants to make sure no one ever dares to use Borat — or his wiiiife, for that matter — to sell weed ever again.
He and Please You Can Touch LLC, his California-based production company, are seeking a cool $9 million in damages.