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BOSTON (AP) – Actor Sacha Baron Cohen has sued a Massachusetts cannabis dispensary who he said used an image of his character Borat on a billboard without his permission, according to documents filed in court in US District of Boston.
The Somerset-based Solar Therapeutics Inc. billboard showed Baron Cohen posing as Borat with two thumbs up and the words “That’s good! – one of Borat’s slogans.
“By using the notice board, the defendants falsely let the public know that Mr. Baron Cohen has approved their products and is affiliated with their company,” according to the complaint filed Monday. “On the contrary, Mr. Baron Cohen has never used cannabis in his life. He would never participate in an advertising campaign for cannabis, for any amount.
The billboard along a Massachusetts interstate highway was removed in April, three days after Baron Cohen’s lawyers sent a cease and desist order at the dispensary, according to the lawsuit.
“Mr. Baron Cohen is very protective of his image and personality, as well as that of his characters. Mr. Baron Cohen is very careful with the way he uses his character and his characters to interact with his fans and the general public ”, indicates the complaint.
Baron Cohen and his California company Please You Can Touch LLC are seeking $ 9 million in damages.
No attorneys for Solar Therapeutics Inc. have been listed in court records. Email and phone requests for comment were left with the company on Tuesday.
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