Not nice: Baron Cohen sues Massachusetts cannabis dispensary
Actor Sacha Baron Cohen has sued a Massachusetts cannabis dispensary he says used an image of his character Borat on a billboard without his permission
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Actor Sacha Baron Cohen has sued a Massachusetts cannabis dispensary he says used an image of his character Borat on a billboard without his permission, according to documents filed in U.S. District Court in Boston
The billboard for Somerset-based Solar Therapeutics Inc. showed Baron Cohen posing 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,” according to the complaint filed Monday. “To the contrary, Mr. Baron Cohen never has used cannabis in his life. He never would participate in an advertising campaign for cannabis, for any amount of money.”
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, according to the suit.
“Mr. Baron Cohen is highly protective of his image and persona, and those of his characters. Mr. Baron Cohen is very careful with the manner in which he uses his persona and his characters to interact with his fans and the general public," the complaint says.
Baron Cohen and his California-based company Please You Can Touch LLC are seeking $9 million in damages.
No attorney for Solar Therapeutics Inc. was listed in court records. Email and telephone requests for comment were left with the company Tuesday.