Sacha Baron Cohen Sues Massachusetts Cannabis Store

The Borat actor has filed a lawsuit against a Massachusetts cannabis shop due to a falsified billboard claim of him using cannabis.

According to records filed in U.S. District Court in Boston, actor Sacha Baron Cohen has sued a Massachusetts cannabis shop for allegedly using an image of his character Borat on a billboard without his consent.

Baron Cohen, depicted as Borat on a billboard for Somerset-based Solar Therapeutics Inc., is known for his iconic two thumbs up and catchphrase, “It’s lovely!”

According to the complaint filed Monday, the defendants “falsely represented to the public that Mr. Baron Cohen has promoted their products and is linked with their firm” by using the billboard.

“Mr. Baron Cohen has never taken marijuana in his life. For any amount of money, he would never engage in a cannabis advertising campaign,” the lawsuit claims.

The suit claims Mr. Baron Cohen has never used cannabis in his life and “for any amount of money, he would never engage in a cannabis advertising campaign.”

According to the lawsuit, the billboard along a Massachusetts interstate highway was pulled down in April, three days after Baron Cohen’s attorneys delivered the dispensary a cease-and-desist order.

“Mr. Baron Cohen guards his image and reputation, as well as those of his characters. Accordingly, Mr. Baron Cohen takes great care in how he interacts with his followers and the broader public through his persona and characters,” the filed complaint stated.

Please You Can Touch LLC, Baron Cohen’s California-based corporation, will be seeking $9 million in damages.

Solar Therapeutics Inc. did not have an attorney listed in court records. The corporation was contacted for comment by email and phone on Tuesday.

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