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Image Credit - bbc[/caption]British star Sacha Baron Cohen took some legal action against a cannabis dispensary in Massachusetts for using his character ‘Borat’ on a billboard to advertise.
Borat is the fictional character from the film, a Kazakh journalist. The character is being used to promote Solar Sustainable Cannabis and the actor did not like it at all. The catchphrase "It's Nice!" of Borat is also being used on Billboard.
Not very happy with the advertisement, the actor has sued the company and seeking damages of at least $9m (£6.5m). However, the company has not responded yet.
The lawsuit says that Sacha has never used cannabis in his life and would not promote the drug even if he was offered a handsome amount of money.
Solar Therapeutics, the company is charged with copyright infringement and false advertising. The case was filed on Monday in Massachusetts.
Baron’s lawyer said that the company "took a gamble" by using Borat’s satirist character and turned it into an advertisement. They thought no one will see it but Baron found it himself.
Baron’s representative said that the actor doesn’t believe in the healthy sides of cannabis which remains illegal in a number of US states. However, other states have legalized it by running cannabis dispensaries and businesses. Not to mention but, it is also illegal in the UK, Baron’s homeland,
The representative further added that the star had never advertised any product in the UK or US over fears it would "weaken his credibility as an actor and as a serious social activist".
He continued that the Baron’s character is made "of very significant commercial value". The actor has previously received an offer to appear in a car advertisement but turned down $4m (£2.9m) and didn’t do it.
An image of the billboard, which Solar Therapeutics said had been taken down, is included in court documents obtained by the Hollywood Reporter.
They said about Baron Cohen that he is "highly protective of his image and persona" but there is no relevance to it as he has mocked so-called "stoner" culture through his Ali G character.
"Cannabis remains a controversial product that Mr. Baron Cohen has no interest in endorsing, promoting or advertising," and so the legal action continues.
"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."
Cannabis for recreational and medical use is legal in Massachusetts and many other places over the US.
The character of Borat Sagdiyev first appeared in The Ali G show by Baron Cohen and went on to star in his own Oscar-nominated movie in 2006.
The character appeared in Borat Subsequent film for which Baron Cohen won the best actor award at this year's Golden Globes.
