Hey, not ‘nice!’
Cannabis firm sued for ‘Borat’ ad
Sacha Baron Cohen is suing a Massachusetts company for using his Borat character and the “It’s nice” catchphrase to sell marijuana, which he doesn’t use.
The British comedian and actor claims cannabis seller Solar Therapeutics failed to seek his permission before slapping an image of Borat — the bumbling Kazakh broadcaster Cohen played in two Hollywood flicks — on a busy highway billboard.
The lawsuit says Cohen “has never used cannabis” because he “does not believe it is a healthy choice.” Plus, he is “highly protective” of his image and has never allowed the Borat character to appear in advertising.
Cohen “believes such advertising would weaken his credibility as an actor and social activist,” said the suit, adding that the actor once turned down a $4 million offer to appear in a car commercial.
The Massachusetts federal lawsuit, filed by Cohen and his Please You Can Touch company, claims copyright infringement, false advertising and misappropriation of rights of publicity.
The suit, which claims $9 million in damages, includes as proof a photo of a billboard with Cohen dressed as Borat holding two thumbs up. Next to the image of Borat is his catchphrase “It’s Nice!” along with a plug for the company’s Somerset location and the words “Happy 4/20,” a reference to the marijuana “holiday.”
A rep for Solar Therapeutics told The Post that the company is aware of the allegations made by Cohen, adding: “Upon receipt of the cease-and-desist letter from Mr. Cohen’s legal counsel, Solar immediately requested that the sign company remove the billboard in question. As there is an active case before the court, we have no further comment at this time.”
The suit notes that Cohen mocks “stoner culture” via his “Ali G” character, which is separate from his “Borat” character.