Sacha Baron Cohen sues Massachusetts cannabis dispensary over ad featuring Borat – The Boston Globe

Sacha Baron Cohen is suing a Massachusetts cannabis dispensary for using his character Borat on a billboard for the company, according to documents filed Monday in US District Court in Boston.

The actor, best known for his titular role in the “Borat” films and his characters Brüno and Ali G, said Somerset dispensary Solar Therapeutics Inc. was not given permission to use his likeness or character in the ad, which has been on display on a Massachusetts highway for several weeks, according to court documents.

The billboard shows Baron Cohen posing as Borat beside the words, “It’s nice!” a reference to one of the character’s popular catchphrases, and, “Happy 4/20!”

A billboard showing actor Sacha Baron Cohen posing as his character Borat, which allegedly was displayed without his permission on a billboard for several weeks, according to a lawsuit filed by the actor.Sacha Baron C

Baron Cohen, along with his company Please You Can Touch LLC, is suing the dispensary and its president Edward Dow III for at least $9 million in damages, according to the suit.

“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,” the

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