The comedian behind the “Borat” character is suing a Massachusetts cannabis dispensary that he accuses of using the character on a billboard without his permission. Sacha Baron Cohen is seeking $9 million in damages, according to documents filed in U.S. District Court in Boston.Cohen’s lawsuit said the billboard for Somerset-based Solar Therapeutics Inc. showed Baron Cohen posing as Borat with two thumbs up and the words “It’s nice!” – one of Borat’s catchphrases.It first appeared beside a Massachusetts interstate on April 9. “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,” according to the complaint filed Monday. “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.”The billboard along a Massachusetts interstate highway was taken down on April 27, three days after Baron Cohen’s attorneys sent a cease-and-desist order to the dispensary, according to the suit.“Mr. Baron Cohen is highly protective of his image and persona, and those of his characters. Mr. Baron Cohen is very careful with the manner in which he uses his persona and his characters to interact with his fans and the general public,” the complaint says. No attorney for Solar Therapeutics Inc. was listed in court records. Email and telephone requests for comment were left with the company Tuesday by the Associated Press.The Associated Press contributed to this report.
The comedian behind the “Borat” character is suing a Massachusetts cannabis dispensary that he accuses of using the character on a billboard without his permission.
Sacha Baron Cohen is seeking $9 million in damages, according to documents filed in U.S. District Court in Boston.
Cohen’s lawsuit said the billboard for Somerset-based Solar Therapeutics Inc. showed Baron Cohen posing as Borat with two thumbs up and the words “It’s nice!” – one of Borat’s catchphrases.
It first appeared beside a Massachusetts interstate on April 9.
“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,” according to the complaint filed Monday. “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.”
The billboard along a Massachusetts interstate highway was taken down on April 27, three days after Baron Cohen’s attorneys sent a cease-and-desist order to the dispensary, according to the suit.
“Mr. Baron Cohen is highly protective of his image and persona, and those of his characters. Mr. Baron Cohen is very careful with the manner in which he uses his persona and his characters to interact with his fans and the general public,” the complaint says.
No attorney for Solar Therapeutics Inc. was listed in court records. Email and telephone requests for comment were left with the company Tuesday by the Associated Press.
The Associated Press contributed to this report.