Sacha Baron Cohen sues Massachusetts cannabis dispensary

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 a cannabis advertising campaign for any money.

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.

A lawyer for Solar Therapeutics said he was aware of the lawsuit.

“Upon receipt of the cease and desist letter from Mr. Cohen’s legal counsel, Solar immediately requested the sign company to remove the notice board in question,” Nicholas Hemond said in a statement sent by email. “As there is a pending court case, we have no further comments at this time.”