£9million lawsuit launched

Sacha Baron Cohen is suing a US cannabis company for using  his Borat character in its advertising.

The lawsuit, filed, filed yesterday in Massachusetts, accuses Solar Therapeutics of copyright infringement and false advertising.

His Kazakh journalist character featured on a billboard promoting Solar Sustainable Cannabis alongside the slogan ‘It's Nice!’. The advert has since been removed but was included in court documents obtained by the Hollywood Reporter.

Baron Cohen’s Lawyers say he’s never taken any corporate brand deal despite receiving ‘countless opportunities’  – including a $4million (£2.9million) offer to appear in a car advert – because he thinks it would undermine his credibility.

He is seeking damages of at least $9million (£6.5million)

‘Cannabis remains a controversial product that Mr Baron Cohen has no interest in endorsing, promoting or advertising,’ the lawsuit states – although the drug is legal for medical and recreational use in Massachusetts.

‘In addition, Mr Baron Cohen was born into an Orthodox Jewish family; he is an observant Jew; and he is proud of his cultural heritage. He does not wish to be involved in the heated controversy among the Orthodox Jewish community about whether cannabis can be used under Jewish traditions, customs, and rules.’

Baron Cohen’s lawyer sent a ‘cease-and-desist’ letter, but the company reportedly  declined to compensate Cohen for the unauthorised use of his image.

Solar Therapeutics is yet to respond.

Published: 13 Jul 2021