BOSTON (AP) — Actor Sacha Baron Cohen has sued a Massachusetts hashish dispensary he says used a picture of his character Borat on a billboard with out his permission, in line with paperwork filed in U.S. District Courtroom in Boston.
The billboard for Somerset-based Photo voltaic Therapeutics Inc. confirmed Baron Cohen posing as Borat with two thumbs up and the phrases “It’s good!” — one in every of Borat’s catchphrases.
“By use of the billboard, the defendants falsely have conveyed to the general public that Mr. Baron Cohen has endorsed their merchandise and is affiliated with their enterprise,” in line with the grievance filed Monday. “On the contrary, Mr. Baron Cohen by no means has used hashish in his life. He by no means would take part in an promoting marketing campaign for hashish, for any amount of cash.”
The billboard alongside a Massachusetts interstate freeway was taken down in April, three days after Baron Cohen’s attorneys despatched a cease-and-desist order to the dispensary, in line with the go well with.
“Mr. Baron Cohen is extremely protecting of his picture and persona, and people of his characters. Mr. Baron Cohen could be very cautious with the style by which he makes use of his persona and his characters to work together along with his followers and most of the people,” the grievance says.
Baron Cohen and his California-based firm Please You Can Contact LLC are in search of $9 million in damages.
An lawyer for Photo voltaic Therapeutics stated he was conscious of the go well with.
“Upon receipt of the cease-and-desist letter from Mr. Cohen’s authorized counsel Photo voltaic instantly requested that the signal firm take away the billboard in query,” Nicholas Hemond stated in an emailed assertion. “As there may be an lively case earlier than the courtroom, we’ve got no additional remark at the moment.”
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