Borat star sues cannabis firm for using his image
SACHA Baron Cohen is suing a US cannabis firm after his film charac- ter Borat was used in its advertising, saying he has never used the drug as it is not a “healthy choice”.
The British actor has filed a lawsuit in Massachusetts accusing Solar Therapeutics of copyright infringement and false advertising.
A photo of a billboard in the state features Baron Cohen as Borat giving his usual double thumbs-up, with the words “It’s nice!”.
The filing adds the use of Borat, a fictional outrageous Kazakh journalist who says “Very nice!” and “High five!”, is unauthorised.
Baron Cohen, 49, has never used cannabis and would not advertise the drug for any amount of money, the lawsuit adds. It states he does not believe the drug is a “healthy choice” while his earlier Ali G character – a white, suburban wannabe rapper – was said to be a “mockery of ‘stoner’ culture”.
Baron Cohen, described as an observant Jew, also does not want to enter the “heated” debate surrounding cannabis use in Judaism.
He has not advertised products in the UK or US “despite countless opportunities”, as he fears it would “weaken his credibility as an actor and as a serious social activist”.
The three-time Oscar nominee turned down a $4million (£2.9million) offer to appear in a car commercial, according to the lawsuit.
It notes cannabis remains illegal in many US states – Massachusetts voted to legalise it in 2016.
Baron Cohen’s lawyer alleges Solar Therapeutics thought he would not see the billboard “so they took a gamble” in putting Borat’s likeness on it.
He is seeking damages of at least $9million (£6.5million) and has asked a judge to order the firm to stop using his image. Solar Therapeutics is yet to respond.
Borat Subsequent Moviefilm, the second satire, opened in October and earned the star an Oscar nomination for best adapted screenplay.
A scene where Rudy Giuliani, Donald Trump’s ex-lawyer, had his hand in his trousers in a hotel room next to an actress disguised as a reporter went viral.