The British star’s fictional Kazakh journalist highlighted an advert supporting Solar Sustainable Cannabis beside his “It’s Nice!” catchphrase. The lawsuit states Baron Cohen has nevermore used cannabis and would not promote the drug for any sum of money.
He is seeking losses of at least $9m (£6.5m). The company is yet to respond. Filed on Monday in Massachusetts, the legal action accuses Solar Therapeutics of false advertising and copyright infringement. Baron Cohen’s lawyer alleges the company “caught a gamble” using the actor and satirist’s analogy, thinking he would never recognise it.
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The actor’s agent stated Baron Cohen does not accept cannabis – which remains illegal in several U.S. states – is a “healthy choice”. He said the actor had never endorsed any product in the U.K. or U.S. over fears it would “undermine his credibility as an actor and severe social activist”. It maintains the actor’s persona is “of very notable commercial value” and that he had earlier turned down $4m (£2.9m) to arrive in a car advert.
An illustration of the billboard, which Solar Therapeutics said had been taken down, is incorporated in court documents acquired by the Hollywood Reporter. They state that Baron Cohen is “highly protective of his image and
persona” and has mocked the so-called “stoner” culture through his Ali G character. “Cannabis remains a controversial product that Mr Baron Cohen has no interest in endorsing, promoting or advertising,” the legal action continues.
“In addition, Mr Baron Cohen was born into an Orthodox Jewish family; he is an observant Jew, and he is gratified of his cultural heritage. He does not want to be connected in the heated controversy among the Orthodox Jewish community about whether cannabis can be used under Jewish traditions, customs, and rules.” Cannabis for medical and recreational use is legal in Massachusetts. Borat Sagdiyev first appeared in Baron Cohen’s The Ali G show and star in his Oscar-nominated movie in 2006. Last year, the character returned to the screen in Borat Subsequent Moviefilm, for which Baron Cohen won the best actor award at this year’s Golden Globes.
Sacha Baron Cohen litigates Massachusetts cannabis dispensary over Borat billboard. Mr Baron Cohen said he has never used cannabis in his life. Furthermore, he never would participate in an advertising campaign for cannabis for any amount of money. Yet, it is what the lawsuit says. Actor Sacha Baron Cohen has petitioned a Massachusetts cannabis dispensary. He says he used an image of his character Borat on a billboard without his permission, according to the U.S. District Court documents in Boston.
Somerset-based Solar Therapeutics Inc. advertisement showed Baron Cohen professing as Borat with two thumbs up and the words “It’s nice!” — one of Borat’s catchphrases. 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, is what it is, according to the complaint filed Monday. On the contrary, Mr Baron Cohen never has used cannabis in his life.
Furthermore, he never would participate in an advertising campaign for cannabis for any amount of money.
According to the lawsuit, the billboard along a Massachusetts interstate highway was taken down in April three days after Baron Cohen’s attorneys sent a cease-and-desist order to the dispensary. Along with a Massachusetts highway, the billboard was taken down in April, three days after the actor’s attorneys sent a cease-and-desist order to Solar Therapeutics, Inc. The billboard along a Massachusetts highway was taken down in April, three days after the actor’s attorneys sent a cease-and-desist order to Solar Therapeutics, Inc. U.S. District Court of Massachusetts. Mr Baron Cohen is hugely protective of his image and persona and those of his characters. As a result, Mr Baron Cohen is cautious with how he uses his persona and his righteousness to interact with his fans, and the general public is told in the complaint.
Baron Cohen and California-based company, Please You Can Touch LLC, solicits $9 million in damages. No attorney for Solar Therapeutics Inc. was noted in court records. Email and phone calls for comment were left with the company.