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Sacha Baron Cohenis taking legal action against a cannabis company that used his Borat character’s likeness on a billboard.
The billboard, as seen in a photograph in the lawsuit, saw Cohen’s infamous character giving a thumbs up and exclaiming, “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,” attorney David Condon wrote in 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.”
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“Mr. Baron Cohen has turned down countless opportunities to license his name and/or likeness for other commercial advertising in the United States. He believes such advertising would weaken his credibility as an actor and as a serious social activist,” the suit added. “… Mr. Baron Cohen and his company [Please You Can Touch] never have allowed theirBoratcharacter to be used for advertising or marketing of any product or service anywhere, other than television series or films involving Borat.”
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Another reason the Golden Globe-winning actor does not want his likeness featured on the billboard in the New England state is because he does not agree with cannabis use.
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“… Cannabis remains a controversial product that Mr. Baron Cohen has no interest in endorsing, promoting, or advertising,” the suit adds. “He would be appalled if his young children were to discover, mistakenly or otherwise, that he was associated with the promotion of cannabis.”
After Cohen’s legal team sent a cease-and-desist letter to Solar Therapeutics, the company revealed that the billboard had been taken down, but it has declined to pay Cohen, perThe Hollywood Reporter.
Cohen is now seeking “market value compensation, statutory treble damages, and punitive and other damages, estimated to be in a total amount of at least $9 million,” according to the lawsuit.
Solar Therapeutics has not yet responded to a request for comment.
source: people.com
