Baron Cohen sues Massachusetts cannabis dispensary – KIRO 7 News Seattle

BOSTON – (AP) – Actor Sacha Baron Cohen has sued a Massachusetts cannabis dispensary for which he says he used a picture of his character Borat on a billboard without his permission, according to documents filed with the U.S. District Court in Boston.

The billboard for Somerset-based Solar Therapeutics Inc. showed Baron Cohen, who presented himself as Borat with two thumbs up and the words “It’s nice!” – one of Borat’s catchphrases.

“By using the billboards, the defendants falsely conveyed to the public that Mr. Baron Cohen endorsed their products and is associated with their business,” the lawsuit filed on Monday said. “On the contrary, Mr. Baron Cohen has never used cannabis in his life. He would never take part in a cannabis advertising campaign for any amount of money. “

The billboard along a Massachusetts freeway was taken down in April, three days after Baron Cohen’s attorneys filed a cease and desist order to the pharmacy.

“Mr. Baron Cohen is very protective of his image and personality as well as that of his characters. Mr. Baron Cohen is very careful about the way he uses his personality and characters to interact with his fans and the public,” said it in the complaint.

Baron Cohen and his California-based company Please You Can Touch LLC are seeking $ 9 million in damages.

A Solar Therapeutics attorney said he was aware of the lawsuit.

“Upon receiving the cease and desist letter from Mr. Cohen’s attorney, Solar immediately requested that the sign company remove the billboard in question,” Nicholas Hemond said in a statement emailed to him. “Since there is an active case in court, we have no further comment at the moment.”

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